Theories of consumer behaviour in internet based marketing

 

Theories of consumer behaviour in internet based marketing

Theories of consumer behaviour in internet based marketing is essential for business management research proposals or MBA dissertation writing. Behaviour challenges that affect consumers engaging on internet media such as e-shopping,  tries to give recommendations that can be applied so that the business firm can increase its productivity using internet marketing. Therefore, these are some key theories to apply in your dissertation in marketing. Theories of consumer behaviour in internet based marketing is essential for business management dissertation writing as business environment, technology is shaping our lives. B2B thesis on marketing, B2C thesis on marketing, C2C customer to customer thesis on marketing are now becoming popular amongst MBA students.

 

Theoretical Approaches in achieving goals met through media

There are two approaches that can be used to study how goals are attained through internet media. This includes online users and gratification and the media system dependent theory. Users and Gratifications focuses on the consumer control with regard to accessing the media in this case the internet content basing on their goals and/or needs while media system dependent theory (MSD) defines individual relationship with the internet media basing on the intensity of the relationships that exists between the consumer and the internet. Under this section we will focus on Internet Dependency Relations (IDR) which is an emergent factor that promotes online activities. It allows correlation between the consumer and the net while realizing there is a diverse culture and different views on which factors that affect net users; it is one form of MSD.

Goal Dimensions of Media dependent Relationship

Internet Dependency Relations (IDR)’s intensity will indeed affect internet user’s who are shopping online, reading news, and their chatting experience. This activities have enjoyed a wide popularity among users hence are chosen to be studied; they also match easily with MSD goal dimensions. The MSD goal dimensions include orientation shopping, understanding the news read and playing while chatting. There exist a linkage between intensity of particular goal dimensions and their respective online activities, the action orientation and e-shopping, social understanding and reading of online news and self play with online chatting.

Internet Media System Dependency Theory

In IMSD Internet Media System Dependency Theory a media dependency relationship is process where there is satisfaction of consumer needs and the attainment of media goals by the individuals is dependent on the resources of the other party (Pastore, 1999). An Individual has to depend on media information resources so that they can attain their various goals. When we talk of information resources we mean media products, commercial and advertisement information. The perceived assistance by the media to achieve business goals is determined by the strength of media dependency relations. A wide range of individual goals, understanding the social and self, orientation which means interaction and action, and play (social/solitary) benefits which may be attained through media resources as Noack (2003) stated. To understand goals, involve dealing with people’s needs and understanding the world around themselves. Orientation focuses on the demand of behaving right when interacting with others as well as a person’s behavioural and decision making and play goals is interested with the demands for escapism as well as entertainment (Noack, 2003). The good thing with these goal dimensions is that though they are exhaustive they behave in a mutual exclusion which means more than one goal can easily be activated using the same medium. With intensity and the scope of the goals their determination is based on how the media resources are exclusive in achieving these goals, they also differ depending various individual or differ with the same person after some time (Pastore, 1999).

Theories of consumer behaviour in internet based marketing is essential for business management. 

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