Hi ,<br />
<br />
Welcome to this issue of e*Vision! <br />
Volume IV - Issue 2004-11-30<br />
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The e*Vision ezine is specifically focused on the online <br />
marketing of information products. We hope you find the <br />
information presented in The e*Vision ezine valuable, <br />
and that it helps bring you online success.<br />
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Read ALL Past Issues at == <a href="http://ustoday.net/evision/" target="_blank">http://ustoday.net/evision/</a><br />
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 >>> >>> Stop trying untested business models... <<< <<<          <br />
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 <br />
Hi ,<br />
 <br />
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If you have *ANY* questions at all just drop me a <br />
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 <br />
<a href="http://ustoday.net/trackbiz.html" target="_blank">http://ustoday.net/trackbiz.html</a><br />
 <br />
Warmly,<br />
 <br />
Tom Hua<br />
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          >>>> >>>> Featured Article <<<< <<<<<br />
       Consumer Effort and The Purchase Decision <br />
           (Darrin F. Coe, MA copyright 2004) <br />
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<br />
It is a basic tenet of behavioral psychology that people <br />
engage in behavior that takes the least effort and provide <br />
the highest payoff. If someone sees a product as being <br />
very valuable but the effort to purchase that product is <br />
large it will decrease the value of the product and they <br />
will probably not engage in the behavior required to acquire <br />
the product. <br />
<br />
In Keynote’s recent publication concerning the online retail <br />
industry, they cite several factors that lead to diminished <br />
customer experience during online retail consumption. <br />
Diminished customer experience can be translated as <br />
“acquiring this product or service takes to much requires <br />
to much effort to acquire the product or service’s perceived <br />
benefit”. <br />
<br />
25% of consumers cited having to register in order to make <br />
a purchase as their number one frustration. 37% cited <br />
research oriented reasons as being highly frustrating and <br />
diminishing their consumer experience. <br />
<br />
Realizing that online consumers are motivated by either a <br />
goal achievement orientation or an experiential orientation <br />
and these are supported by a functionality variable we can <br />
see that registering in order to purchase a product or <br />
service impedes the experiential motivation and inability <br />
to obtain consumer information about a product or service <br />
impedes the goal achievement motivation. <br />
<br />
So, considering the online consumption experience from a <br />
behavioral psychological viewpoint, consumers will be less <br />
loyal to websites in which their experience is not positive, <br />
and their efforts to obtain information are not conveniently <br />
rewarded. <br />
<br />
Online interactivity needs to be pleasurable, information <br />
should be provided in an up front, easily acquirable <br />
manner. This means examining your purchasing process, your <br />
information gathering mechanisms, and your search and <br />
information acquisition mechanism in such a manner as to <br />
render them client center, pleasurable, and functional. <br />
<br />
Remember, online consumers will be more likely to engage <br />
in a purchase process if the perceived benefit of the <br />
product or service outweighs the perceived effort to <br />
acquire that product or service. <br />
<br />
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Darrin F. Coe, MA holds a master’s degree in psychology <br />
and operates “The Center for Understanding Consumer <br />
Thinking” at <a href="http://dcoe1.tripod.com" target="_blank">http://dcoe1.tripod.com</a>. His latest <br />
information product “The Internet Consumer Exposed” <br />
is available at <a href="http://dcoe1.tripod.com/exposed1" target="_blank">http://dcoe1.tripod.com/exposed1</a> <br />
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    <br />
   <br />
=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=<br />
How would you like to automatically achieve almost <br />
anything you wanted... without having to try - or <br />
even THINK about - achieving it? If so, you'll want <br />
to check out this link...<br />
<a href="http://ustoday.net/bb.html" target="_blank">http://ustoday.net/bb.html</a><br />
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              <br />
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The e*Vision eZine is published by Tom Hua <br />
Copyright (c) 2004, all rights reserved. <br />
No portion of this publication may be reproduced <br />
or transmitted without the express written consent <br />
of the publisher or contributing editors and or writers. <br />
<br />
DISCLAIMER: We disclaim any liability for the use of <br />
Any contributed information contained herein.<br />
<br />
I hope you've enjoyed this issue of the e*Vision ezine. <br />
Please let me know if you have any questions, suggestions <br />
or requests.<br />
<br />
All the Best, until next time!<br />
<br />
Tom Hua - Editor & Publisher<br />
<a href="mailto:tom@UStoday.net">tom@UStoday.net</a><br />
Hitech United Australia Pty Ltd<br />
380 Johnston Street, Abbotsford, Victoria 3067, Australia<br />
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Read ALL Past Issues at == <a href="http://ustoday.net/evision/" target="_blank">http://ustoday.net/evision/</a><br />
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