E-Commerce and Consumer Behavior

Paper Summary:

The paper discusses how the growth in Web 2.0 technologies and social networking are making consumer behavior more measurable by a more accurate mass customization, product selection, personal search and taxonomy development, in addition to more accurate analytics. The paper explains that this allows marketers to finally get beyond being purely transaction-focused to concentrate more on customer relationships.

Outline:
Introduction
Online Consumer Behavior Integration to E-Commerce Strategies

From the Paper:

"There is a revolution taking place in the area of online consumer behavior today. Transitioning from passive and often static approaches to highly interactive ones, the growth of Web 2.0 technologies (O'Reilly, 2005) is making the capturing, verification, analysis and use of online consumer behavior more agile and responsive to e-commerce strategies than has ever been the case in the past. The rise of social networking (Bernoff, Li, 2008) and the granularity it provides marketers in tracking consumer behavior is evident in the many technologies that have been created in response to Web 2.0 broader collaborative trends (Hedgebeth, 2007) in general and social networking specifically. See Table 1 for an overview of social networking technologies. Social networking is fostering a much higher level of collaboration (McAfee, 2006) enterprise-wide, making the capturing of consumer behavior more accurate than has ever been the case previously."

Sample of Sources Used:

• Josh Bernoff, Charlene Li. 2008. Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review 49, no. 3 (April 1): 36-42.http://www.proquest.com (accessed June 23, 2008).
• M Bourlakis, S Papagiannidis, Helen Fox. (2008). E-Consumer Behaviour: Past, Present and Future Trajectories of an Evolving Retail Revolution. International Journal of E-Business Research, 4(3), 64-67,69,71-76. Retrieved July 7, 2008, from ABI/INFORM Global database. (Document ID: 1475965401).
• Seiji Endo, Doris H. Kincade. (2008). Mass customization for long-term relationship development :Why consumers purchase mass customized products again. Qualitative Market Research, 11(3), 275-294. Retrieved July 7, 2008, from ABI/INFORM Global database. (Document ID: 1498719121).
• Darius Hedgebeth 2007. Making use of knowledge sharing technologies. VINE 37, no. 1 (January 1): 49. http://www.proquest.com (accessed June 22, 2008).
• Andrew P. McAfee 2006. Enterprise 2.0: The Dawn of Emergent Collaboration. MIT Sloan Management Review 47, no. 3 (April 1): 21-28. http://www.proquest.com (accessed June 19, 2008).

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