Sample persuasive message COMM/470 Communicating In The Virtual Workplace Electronic commerce has become a part of everyday lives. Many retail choices available through the Internet, which can save time, effort, and provide a greater selection. Electronic retailers (e tailers) realize this has become an increasingly competitive environment. These retailers must not only find new customers but also retain the existing customers. As with any retail-company, business research is vital for their existence.
E-tailers must understand customer behaviors to serve their customers and help understand the decision process customers go through prior to making a purchase. The purpose of this paper is to identify three behaviors inherent in electronic retailing (e-tailing). A discussion related to the communications medium in which each behavior occurs, along with explanations regarding how each medium enables e-commerce. Analysis of each behavior using communication processes, including purpose, sender, receiver, message, environment, noise, technology, and feedback.
In addition, the development and review of a sample persuasive message aimed at a virtual audience. E-tailing behaviors When a consumer begins to search for a product or service on the Internet, consumers consider many factors. Most consumers will gravitate to trusted brand names as a starting point in a product search because they have established a bond of trust with a name through traditional brick and mortar retailers and successful history. The behavioral e-tailing consumer model can be broken down into three areas, the product, the process, and the partnership.
The intent of electronic retailers is to intervene at every level to influence the buyer’s decision and gain trust and loyalty to ensure a repeat visit to their site or subsequent sale. The first behavior in the consumer model is the product or service search. Independent and uncontrollable variables influenced the product search (Turban, King, McKay, Marshall, Lee, & Viehland, 2008). These are personal and environmental characteristics like age, gender, culture, and lifestyle. The intervening or moderating variables are within the control of the vendor.
The factors like price, variety of products, and services is how e- tailers can intervene and influence the initial search. The communications mediums used by e-tailers are pricing and advertisement via the Internet on their own and advertising websites along with e-mail. The use of their brand name and promotional Internet banners will also drive a consumer toward a specific product or service for further research and eventually a purchase. Using the communication model, the sender (consumer) begins to search the Internet looking for a product (purpose).
The Internet (technology) returns the information with advertisements and pricing (receiver), and the feedback given directs the sender to the specific area. This medium enables e-commerce by linking prospective consumers to specific websites to find more information about the products and services. The second behavior in the consumer model is the purchase phase. The purchase phase, largely influenced by the e-tailer through offering free shipping, convenience of secure online payments and price comparisons.
The e-tailer strategies are prevalent in this phase.
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