occupation with the use of the Internet, the second generation and the changes from the beginning is evident that many have shown behavior of users of today back then. The internet has always been used to search for information either as a basis for decisions or for entertainment. It has changed over time in this respect only the importance of the medium. In addition, there are significant shifts in terms of any content. User-generated content is-more the weight factor in influencing purchase decisions.
Using the Internet to gather information in recent years have steadily gained in importance. When it comes to the active search of structured information, today more and more people access to the Internet. For young people between 20 and 29 years the Internet well ahead of the print media and TV and radio as a medium of information is called number one. It is expected that this trend will continue in the general population. [1]
The Internet has also always been used as an information source to purchase offline or online to prepare. The importance of the medium is the historically grown continuously. With a view to searching for information in preparation of buying decisions, the importance of the Internet varies depending on the product or service. A study [2] , were placed on the assessments of respondents about the impact of the Internet on their decisions that shows that consumers today when purchasing airline and train tickets almost exclusively and the purchase of electronic products in the significant majority of cases make use of this medium. In contrast, playing this source of information for choosing a doctor and the choice of a health product, a minor role.
What has changed since the early days of the Internet, the penetration rate of broadband network connections and the associated speed of information access. Online shoppers will appreciate the performance of the medium for information and to process transactions. They enjoy their choices freely and without influence from obtrusive sales staff can take to. As part of the search process go Internet buyers Today, very goal-oriented and often against a background of solid demand before. Only a fraction of the Internet buyer enters online shops and virtual markets, in order to be relaxed "to stroll around and inspired by the contemplation of products for a purchase. [4]
What is compared with the previous Internet usage in the era of Web 2.0 a key turning point relates to the ever-increasing use of the medium to emerge as users of publicly reported. Also write if only 10% of users write blogs, and only 8% contributions to wikis but already 29% of the user for products, restaurants or movies have evaluated online. [5] This first-hand information from users are accepted as part of purchasing decisions you and have used where there is already a considerable influence potential. About 70% of online shoppers leave the views expressed in forums and product reviews affect follow in their purchasing decision and the judgments of others. make more than half of online buyers make their purchase decisions based on high sales ranks and positive user reviews. Only 27 percent based on opinions from their personal environment the real world. The social environment of buyers thus has a smaller influence on purchase decisions in reviews on the internet within the online world . [6]
Another study provides on the importance of product reviews from other internet users similar results. [7] It compares different forms of user-generated content on how credible they are considered. Almost half of those surveyed Internet users to see reviews as credible at.
The importance of "comments from other Internet users" will also depend on the nature of the procurement object. [8] When it comes to choosing a technically complex electronic product, such as buying a digital camera, a computer, a game console or a cell phone user comments are being widely used. Even with the purchase of books, DVDs, sporting goods and book travel comments will be appreciated. 48% of decision makers such as looking for reviews on sites like Holidaycheck.de former guests of the envisaged hotel. If, however, such as choosing a doctor to be used online comments of other Internet users so far only in a relatively low level decision making. Also for the purchase of a plane, train or event tickets are accessed on the Internet today could hardly comments.
One can conclude from this that the extent of the use of the web of recommendations on how high the complexity of the decision situation is classified and if you look at other on-line judgments as suitable for the individual decision support. When buying a ticket is the complexity of the decision such as low and the routine processing the transaction is in the foreground. One does not need an increased reinsurance on the assessments of other users. With the purchase of high technology products and services you take, but like other opinions on when the use of the service is by default and allow the individual judgments of portability. This also explains why the decision situation "Selection of a physician" is rarely relies on online recommendations. Due to the very individual needs situation in the event of illness can be drawn from statements of third parties only in part due to personal conclusions. It is also assumed that one because of the still relatively offered few opportunities for the delivery of on-line judgments to health care professionals not with adequate support from others and expects you to not only sets out to search.
addition to the typical Web 2.0 public release behavior for example, by delivering product reviews is another special feature of today's Internet use, the desire for networking and association with like-minded people. 60% of 12 to 17 year olds and 80% of 18 to 21 years of use but also altogether 30% of Internet users over 18 years now social networking platforms. [9] The main motivation for this commitment, the need for communication and maintaining relationships with friends and relatives called. Two thirds of adolescent daily users of social networks often tell their friends of products that interest them. In adult users, about half of this behavior creates the day. [10] Through these social exchanges on products exerted an important influence on purchase decisions to classify the effect often is even stronger, as the product of comments from anonymous, derived not from the social environment of users.
Despite the already substantial frequency of use and the demonstrated importance of on-line recommendations for purchasing decisions is "user-generated content seen not always critical. Sun least 45% of respondents think a W3B study [11] that user-generated online content sometimes deliberately manipulated. Even more to express the truth of this content is difficult to confirm. On the other hand, user-generated content in this study but also praised by more than one third of the respondents for their special quality. That was better than created by editorial content and the information are often more detailed and diverse.
[1] See quiver, R., Allen Bach Advertising Media Analysis, 2008 - The young generation as the vanguard of social change, http://www.awa-online .de/praesentationen/awa08_Junge_Generation.pdf
[2] See . Harris Interactive / Fleishman Hillard (Eds.), White Paper on the Digital Influence Index Study, June http://www.i-marketing-net.de/wp-content/uploads/2008/11/digital_influence_index_whitepaper_de.pdf 2008, p. 10,
[3] Schmidt, H., FAZ-Blog, Internet impact on marketing is greatly underestimated, http://faz-community.faz.net/blogs/netzkonom/archive/2008/06/16/lt-y.aspx
[4] See AG novomind in cooperation with wiwo.de and handelsblatt.com (Eds.), buyer types on the Internet, Revenue stimulation by buying motives fulfilled , http://www.novomind.de/Pressebereich/Pressemeldungen_2008/Online-Shopper-sind-Herdentiere.html
[5] See . Harris Interactive / Fleishman Hillard (Eds.), White Paper on the Digital Influence Index Study, June 2008, p. 13, http://www.i-marketing-net.de/wp-content/uploads/2008/11 digital_influence_index_whitepaper_de.pdf /
[6] See novomind in cooperation with wiwo.de and handelsblatt.com (Eds.), buyer types on the Internet, sales stimulation fulfilled by buying motives , http://www.novomind. de/Pressebereich/Pressemeldungen_2008/Online-Shopper-sind-Herdentiere.html
[7] See Fitton & Maass (Eds.), Evaluation of user opinions on purchase decisions " in: WWW-user analysis W3B, Spring 2008, http://www.w3b.de/
[8] See . Harris Interactive / Fleishman Hillard (Eds.), White Paper on the Digital Influence Index Study, June 2008, p. 15, http://www.i-marketing-net.de/wp-content/uploads/2008/11 digital_influence_index_whitepaper_de.pdf /
[9] See . Li, C., How Consumers Use Social Networks, in Forrester Research (ed.) 2007, p. 3 http://www.forrester.com/Research/Document/Excerpt/0, 7211.41626, 00.html
[10] See . Li, C., How Consumers Use Social Networks, in Forrester Research (ed.) 2007, p. 8 http://www.forrester.com/Research/Document/Excerpt/0, 7211.41626, 00.html
[11] See Fitton & Maass (Eds.), estimates of users of "user-generated content" in: WWW-user analysis W3B, Spring 2008, http://www.w3b.de/
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