• Note
  • Avoiders
  • Chapter 1: Introducing Internet Marketing




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    Order fulfillment: Supported by: customer, promise, experience

  • Absence of errors: Supported by: experience, independent, ratings


    Attitudes to trust are dependant on:


    Note: All drivers of trust must be considered seriously and taken care of in order to ensure a smooth flow in which it would lead to customer's trust.
    Consumer Response (The flow that leads to complete trust):

    Trust  Engagement and Flow  Purchase Intent  Loyalty  Advocacy



    Segmentation based on information need and trust:


    --------------

    Ignore advisors "do it yourself"

    Depend on advisors "Do it with me"

    Gather own detailed information

    Self-Directed

    Value: Information control, speed.



    Validators

    Value: Comparison tables, online chats.



    Don't gather information

    Avoiders

    Value: simplicity, trust, reassurance



    Delegators

    Value: Interactive product selectors, online chat. Phone support.







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    Chapter 1: Introducing Internet Marketing

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