Innovative Methodologies to Understand Consumers in the E-Commerce Era

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Author(s): Raymond Liang, Sharong Chow, David Shi, Paco Yip, Sunny Liang
Collection: Asia Pacific 2012 - Asia kaleidoscope
Keywords: Data Mining, In-Depth Interviews, Observational Research, Netnography (Analysis Of Web Behaviour)

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This presentation describes innovative methodologies, which include text analysis-based potential user observation, B2C user shopping experience investigation and user portrait ethnographic research, to understand consumers’ behaviors in the E-commerce environment. The presenters aim at using upper level skills to better understand consumers’ mindset, wants and needs while shopping online. In addition, it also sheds light on how to develop marketing strategies, from defining target consumers to exploring user experience according to the different development stages of e-commerce enterprise.




Date of publication: 17.04.2012
ISBN: 92-831-0258-4
Order Code: 62059_17
Number of pages: 16

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