Das and Teng found: the generation of trust, and trust are at risk or uncertain transactions with related cases. Trust after the election, would trust to consider taking some form of cooperation involving the transfer of resources or control the behavior. In the study of Joshi and Stump, both occurred in trust for the manufacturers to suppliers. Internet retail is a high risk and uncertainty of special trading situations, whether in relationships or transactions between the virtual organization, inevitably will face the risk or uncertainty. Because they rely on sources of information, content, quantity, cost and other aspects of the search is different from the risk in the face of the virtual organization, or entity transactions with the face of interpersonal risk perception in different environments. Retail transactions in the network environment, the ability to trust mechanism is the key to trading success.
Trust and be trusted by both factors will affect the generation of trust. ① the personal trust is a disposition to trust does not change with the occasion, stable, generalized, trust those who tend to trust or distrust other people personal traits (McKnight et al.1998). Fan and Chen study shows that the personal characteristics will affect the consumer's trust behavior, especially in the product information is not sufficient network environment. ② those features to be trusted. Mayer et al. made under normal circumstances to be trusted by the three characteristics: ability, benevolence heart, integrity, is recognized as both the integrity and streamlining of the concept. Jarvenpaa and Tractinsk that retail sales in the network, the site has the characteristics of consumer trust: navigation, brand, recommendations, privacy and security, site errors, order fulfillment, third party certification. Koufaris and Hampton-Sosa network of retail trade confidence that the impact of factors, including transaction security, website features, the site features consumer satisfaction. Lee and Overby concluded that the online retail business from the brand, service, technology and transaction security and other areas to improve competitiveness, access to consumer confidence. Among them, the corporate reputation is the business stakeholders on the overall evaluation of the long-term business. Flavian, Guinaliu and Torres study found that compared to traditional retailers, online retail company's brand image of trust has more influence.
In this study, the demographic variables as background variables, the empirical analysis to study the Internet retailers \management \quality\technical security \\\perceived risk \intention\the complex relationship between variables to construct a virtual trading environment of our network, the
network model of trust mechanism in retail transactions. Strong development momentum of online shopping has become an important way to stimulate economic growth.
Networking and innovation in the retail enterprise's brand strategy. Our country have sprung up online stores, the major online retailers in general into a price war quagmire. Therefore, the emphasis on brand building, brand premium mining factors, to promote innovation is essential. Compared to the traditional channels, strong focus on network information,the proliferation of a wide network of retailers, the accumulation of more focused word of mouth. Businesses can rely on the pursuit of short-term effects of speculation and guidance, and to rely more on long-established brand reputation and customer satisfaction. Pay attention to every transaction process, by strengthening the positive interaction with consumers, continue to accumulate credit and reputation, to build reputation, loyalty, and ultimately build brand, and to achieve value-added space to the brand.
In addition, the online retail enterprises should make full use of network technology, to enhance interaction and communication with consumers to obtain more rapid, more complete first-line consumer feedback, so that future offerings more in line with consumer demand. Meanwhile, consumers should be invited to further participate in the interactive and online merchants by increasing consumer participation, to improve product innovation and customer loyalty, so that the formation of premium products and services. Businesses can create customer service database to regular online survey to understand the market demand and changes in consumer spending tend to promote the personal development of breadth and depth of services.
The field of consumer behavior is the study of individuals, groups, or organizations and processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. This is a broader view of consumer behavior than the traditional one, which focused much more on the buyer and the immediate antecedents and consequences of the purchasing process. This view will lead us to examine indirect influences on consumption decisions as well as consequences that involve more than the purchaser and seller. To survive in a competitive environment, an organization must provide target customers more value than is provided by its competitors. Customer value is the difference between all the benefits derived from a total product and all the costs of acquiring those benefits. 1. Marketing Strategy
It is not possible to select target markets without simultaneously formulating a general marketing strategy for each segment. A decisive criterion in selecting target markets is the ability to provide superior value to those market segments. Since customer value is delivered by the marketing strategy, the firm must develop its general marketing strategy as it evaluates potential target markets. 1.1 The Product
A product is anything a consumer acquires or might acquire to meet perceived need. Consumers are generally buying need satisfaction, not physical product attributes.
1.2 Communications
Marketing communications include advertising, the sales force, public relations, packaging and any other signal that the firm provides about itself and its products. 1.3 Price
Price is the amount of money one must pay to obtain the right to use the product. One can buy ownership of a product or, for many products, limited usage rights. 1.4 Distribution
Distribution, having the product available where target customers can buy it, is essential to success. Only in rare cases will customers go to much trouble to secure a particular brand.Obviously,good channel decisions require a sound knowledge of where target customers shop for the product in question, as the following example shows.
2. Market Analysis components
Market analysis requires a thorough understanding of the organization’s own capabilities, the capabilities of current and future competitors, the consumption process of potential customers, and the economic, physical, and technological environment in which these elements will interact. 2.1 The Consumers
It is not possible to anticipate and react to customers’ needs and desires without a complete understanding of consumer behavior. Discovering customers’ current needs is a complex process, but it can generally be accomplished by direct marketing research, as the following example illustrates. 2.2 The Company
A firm must fully understand its own ability to meet customer needs. This involves evaluating all aspects of the firm, including its financial condition, general managerial skills, production capabilities, research and development capabilities,
technological sophistication,reputation,and marketing skills. Marketing skills would include new product development capabilities, channel strength, advertising abilities, service capabilities, marketing research abilities, market and consumer knowledge, and so forth. 2.3 The Competitors
It is not possible to consistently do a better job of meeting customer needs than the competition without a thorough understanding of the competition’s capabilities and strategies. 2.4 The Conditions
The state of the economy, the physical environment, government regulations, and technological developments affect consumer needs and expectations as well as company and competitor capabilities. The deterioration of the physical environment has produced not only consumer demand for environmentally sound products but also government regulations affecting product design and manufacturing. 2.5 Market segmentation
Market segment is a portion of a larger market whose needs differ somewhat from the larger market. Since a market segment has unique needs, a firm that develops a total product focused solely on the needs of that segment will be able to meet the segment’s desires better than a firm whose product or service attempts to meet the needs of multiple segments. 3. The Nature of consumer behavior 3.1 External influences
Dividing the factors that influence consumers into categories is somewhat arbitrary. For example, we treat learning as an internal influence despite the fact that much human learning involves interaction with, or imitation of, other individuals. Thus, learning could also be considered a group process. 3.2 Internal influences
Internal influences begin with perception, the process by which individuals receive and assign meaning to stimuli. An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment. As such, our attitudes are heavily influenced by the external and internal factors that we have discussed in the preceding chapters. 3.3 Self-Concept and Lifestyle
The self-concept is the totality of an individual’s thoughts and feelings about him or herself. It is the total image one has of one’s self as a result of the culture one lives in and the individual situations and future plans. Lifestyle is, quite simply, how
one lives. It includes the products one buys, how one uses them, and what one thinks and feels about them. It is the manifestation of one’s self-concept. 3.4 Situations and Consumer Decisions
Consumer decisions result from perceived problems and opportunities. We will use the term problem to refer both to problems and to opportunities. Consumer problems arise in specific situations, and the nature of the situation influences the resulting consumer behavior. 4. The Meaning Of Consumption
As stated above, all marketing strategies and tactics are based on explicit or implicit beliefs about consumer behavior. Decisions based on explicit assumptions and sound theory and research are more likely to be successful than are decisions based solely on implicit intuition. Thus, knowledge of consumer behavior can be an important competitive advantage. It can greatly reduce the odds of bad decisions.