There are four major types of online consumer behavior: online information seeking, online comparison shopping, online buying, and online auctioning. Each type of behavior has its own motivations, behaviors, and outcomes.
Online information seeking is motivated by a need for information. The consumer may be looking for product information, price comparisons, reviews, or other information. The behavior is generally characterized by a lot of Googling and clicking around. The outcome is that the consumer has (hopefully) found the information they were looking for.
Online comparison shopping is motivated by a desire to find the best deal. The consumer is looking for the best price on a specific product or group of products. They will often visit multiple websites and compare prices before making a purchase. The outcome of this behavior is that the consumer has saved money by finding the best deal.
Online buying is motivated by a desire to purchase a product or service. The consumer has decided what they want to buy and are ready to make a purchase. The behavior is generally straightforward - the consumer finds a website that sells the product they want and makes a purchase. The outcome of this behavior is that the consumer has the product they wanted.
Online auctioning is motivated by a desire to win an auction. The consumer is looking for a good deal on a specific product or group of products. They will often visit multiple websites and bid on items before making a purchase. The outcome of this behavior is that the consumer has saved money by winning the auction.
Online information seeking is motivated by a need for information. The consumer may be looking for product information, price comparisons, reviews, or other information. The behavior is generally characterized by a lot of Googling and clicking around. The outcome is that the consumer has (hopefully) found the information they were looking for.
Online comparison shopping is motivated by a desire to find the best deal. The consumer is looking for the best price on a specific product or group of products. They will often visit multiple websites and compare prices before making a purchase. The outcome of this behavior is that the consumer has saved money by finding the best deal.
Online buying is motivated by a desire to purchase a product or service. The consumer has decided what they want to buy and are ready to make a purchase. The behavior is generally straightforward - the consumer finds a website that sells the product they want and makes a purchase. The outcome of this behavior is that the consumer has the product they wanted.
Online auctioning is motivated by a desire to win an auction. The consumer is looking for a good deal on a specific product or group of products. They will often visit multiple websites and bid on items before making a purchase. The outcome of this behavior is that the consumer has saved money by winning the auction.
