Consumer Behavior about Target-Based Internet Market in China - Dissertation Example

The twenty-first century noticed a remarkable increase in terms of the usage of the internet. Undoubtedly, the increase in its usage has tremendously affected society (Kuratko and Hodgetts 2008). For instance, traditional societies who once gave paramount importance to the knowledge of their revered and respected elders do not rely on them as tons of information has been available online. In fact, the influence of the internet has even caused breakdowns within their societies (Charlesworth 2009; Lee 2001; Roldan 2001).

Aside from this, the increase in the usage of the internet has likewise affected the commercial latter organisations and their businesses. Literature written with respect to the topic at hand clearly shows that the businesses’ use of the internet has influenced buyer behaviour (Hanson 2000; Roldan 2001; Bauer and Schauri 2001; Rao and Minakasis 2001; Siegel 2004; Todaro 2007).Because the internet has demonstrated positive effects on buyer behaviour, the former has been considered as “a substitute for business channels (Charlesworth 2009, p.6).” In this regard, the internet is often used for the following purposes: (1) distribution, (2) transaction and (3) communication.

However, the internet has relatively limited applications as regards distribution and transaction. Distribution is mainly used by organisations dealing with music, word and software products whereas not a lot of people have trusted purchases over the internet. Nevertheless, the internet has remained the primary medium used for communication (Charlesworth 2009; Chaffey, et al. 2000; Todaro 2007). Generally, interactive communication is more popular amongst internet users taking into consideration the fact that the main function of the internet is to provide its users with pertinent information (Charlesworth 2009; Chaffey, et al.

2009; Lee 2001; Hanson 2000; Jones 2008; Silverstein 2001). Aside from these, business organisations also take advantage of the internet by using it to provide their customers with high-quality, well-developed, relevant and product-related information (Charlesworth 2009).