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Big Data Impact on Online Shopping
Big data is the term for massive data sets that require computer processing to uncover minute bits of data that may have otherwise gone unnoticed. As calculating power increases, such data points are becoming used for many things, and retail is one of them. Macy (2013) notes that the use of big data has been driven by retailers as they seek to enhance their "path to purchase" methods. Online retailers in particular seek to develop their websites in ways that encourage the most purchases, and that requires the use of big data. For the shopper, this is also a benefit.
Hockenson (2013) argues that the website improvements that result from big data better the online shopping experience. Websites expert at the use of big data are able to provide users with the deals and offers that they are most likely to seek out. This is good for the site, but it also resolves one of the major problems for consumers. Sometimes consumers have difficulty finding what they need online. Amazon stocks far more items than any physical store, so big data is essential in helping users to work their way through such a massive inventory, and to do so more quickly that most consumers will in a store.
An example of how big data has impacted shopping – and online shopping in particular – comes in the form of plans that businesses are making for the upcoming holiday season. For retailers, the holiday season is the busiest of the year, and they have been using big data to prepare for this, by using data that they have capture in previous years to learn more about how their consumers make buying decisions. By giving consumers experiences that have background relevance, retailers hope to sell more. A good example is ...
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... impersonal online shopping experience will become personal, and that will convince more people to shop online, for more things. When offline retailers become adept at big data techniques, they too will begin to adapt to them. One can imagine a point where there is junction between the online and offline worlds, since most of us are permanently connected through our mobile devices, even when we are in the malls.
Works Cited
Macy, B. (2013). How we shop: Internet of things, big data, social and mobile changes everything. Huffington Post. Retrieved November 13, 2013 from http://www.huffingtonpost.com/beverly-macy/retail-30-internet-of-thi_b_4210230.html
Hockenson, L. (2013). How big data makes shopping online suck less. Gigaom. Retrieved November 13, 2013 from http://gigaom.com/2013/11/06/how-big-data-makes-shopping-online-suck-less/
As technology get more advance, people use cameras, tracking devices in the stores to track customers shopping behavior. The retailers apply every detail that they get from anthropologists to get people buy their products. Some people claim that the surveillance of consumers by retail anthropologists is manipulative and unethical. However, the claim is not entirely true. Many retail use the data they get from anthropologists and apply it to their store to create great experiences for their customers, encourage customers to revisited, and ultimately improve business performances.
Nasri, Grace. “Why Consumers are Increasingly Willing To Trade Data For Personalization.” Digital Trend. 10 Dec. 2012. Web.
Amazon.com operates in the Online Retail Industry. The sector is one of the fastest growing globally and is outperforming the ordinary retail marketplace. It was created after 1995 and it was only the Internet that made it possible for such an industry not only to be established but to become one of the most flourishing sectors in the business environment. What is interesting is that Amazon.com, together with eBay is the pioneer in the field. Both companies were launched in 1995 and are still extremely successful. The creation of e-mail in 1996 had a huge impact on the development of online retail by introducing a fast and easy way to communicate with customers. For this two-year period Internet usage doubled annually, thus, allowing for the expansion of the industry. Google is launched a year later, in 1998, only to become the most used search engine in the world and an essential partner for the online retailers by helping them tailor their websites to customer’s personal preferences and by advertising. After that, more and more people see the opportunity in the growing industry and enter it. By 2001 there are more than 513 million Internet users globally, which calls for action in terms of creating regulations and laws to protect the users and personal property. In 2003, Apple launches iTunes, and provides a platform for low-cost digital downloads. Another major change is the appearance of social media from 2004, which is one of the biggest influencer on the state of the industry. With the launch of iPhone in 2007, this trend strengthens as people get to enjoy the Internet anywhere they want to. From then on, technological advancements have made it extremely easy and fun to shop online, making it ...
Manyika, J. (2011, May 1). Big data: The next frontier for innovation, competition, and productivity. McKinsey & Company. Retrieved May 13, 2014, from http://www.mckinsey.com/insights/business_technology/big_data_the_next_frontier_for_innovation
Personally, despite big data’s potential drawbacks, I believe that the gains to be had from the utilization by companies far outweighs the negatives. Economically it has benefits to the company, the users, and the economy. This is seen by increased spending by users, providing profit to companies, and getting more money into the economy. While I am very aware of the issues that could be caused by abuse of big data, these are small in proportion compared to what is to be
The creativity and ingenious of human beings has enabled the development of technologies that have overall, benefited all of mankind. Arguably one of the most if not the most pivotal man made technological achievement is that of the internet. The internet has allowed for the seeming less transfer of data and information in a matter of seconds. With this innovation has come an increase in communication, enhancement of understanding other cultures, and a mass gathering of data. The amount of data now in existence due to the internet has created the need for big data. Big data has developed as a solution to the traditional computer infrastructure that has become obsolete due to its inability to handle the massive amounts of data now in existence. The benefits of big data are ever expanding and attractive as it can improve the efficiency of companies, research, health sciences yet, the consequences of using big data are just as intensifying and are causing some backlash in many communities. The current issues surrounding big data and the increasingly dependent nature of the world’s people on big data will undoubtedly impact the use of big data in the future.
In the article “Amazon.com is a 21st Century Deal with the Devil”, Amy Koss of the LA Times depicts the website giant Amazon.com as the devil. Koss describes a mall that is like a ghost town with its empty stores and chained doors. (Koss 1) Koss talks about the ease of internet shopping; one can click a button and order almost anything and have it delivered right to their doorstep. (Koss 1) This article points out how internet shopping has decreased human interaction. (Koss 1) It also discusses the struggling of big box stores which often result in the loss of retail jobs. (Koss 2) In conclusion, Koss’s belief is that the “evil” internet has not only changed how humans purchase goods, but also changed the human way of life.
The key strategy implementation efforts at Amazon all surround the use of “big data”. Big data is the growth and availability of large volumes of structured/unstructured data. The use of big data has allowed decision making based upon data and analysis instead of past experience and intuition. Big data has directed organizational change in allowing Amazon to expand from an online book store to an internet giant. Revolutionary application of big data has allowed Amazon to create superior service quality while motivating employees by providing real time information to solve customer issues. Big data has strengthened Amazon’s competitive capabilities by pioneering the application of big data and charging a monthly fee to smaller businesses
You may ask what big data analytics is. Well according to SAS, the leading company in business analytics software and services describes big data analytics as “the process of examining big data to uncover hidden patterns, unknown correlations and other useful information that can be used to make better decisions.” As the goal of many companies which is to seek insights into the massive amount of structured, unstructured, and binary data at their disposal to improve business decisions and outcomes, it is evident why big data analytics is a big deal. “Big data differs from traditional data gathering due to that it captures, manages, and processes the data with low-latency. It also one or more of the listed characteristics: high volume, high velocity, or high variety. Big data comes from sensors, devices, video/audio, networks, log files, web, and social media which much of it is generated in real time and in a very large scale.”(IBM) In other words, companies moving towards big data analytics are able to see faster results but it continues to reach exceptional levels moving faster than the average person can maintain.
Shopping and philosophy: Postmodernism is the new black. (2006, December 19). The Economist, Retrieved from http://www.economist.com/node/8401159.
Big data is a concept that has been misunderstood therefore I will be writing this paper with the intentions of thoroughly discussing this technological concept and all its dimensions with regard to what constitutes big data and how the term came about. The rapid innovations in Information Technology have brought about the realisation of big data. The concept of big data is complex and has different connotations but I intend to clarify its functions. Big data refers to the concept of a collection of large and complex amounts of data that are found extremely difficult to notate or even process by most on-hand devices and database technologies.
People are always going to go shopping. A lot of our effort is just: 'How do we make the retail experience a great one? '” - Philip Green
According to a study by Dr. Kirthi Kalyanam, who obtained his doctorate in Business Administration, “88% of consumers are researching items online and then buying in a physical store.” (Kalyanam) This signifies that a big measure of consumers use the data that they have obtained online, largely triggered by advertisements, when they undergo the decision making process when buying a product/service in a store. Since the consumer has already explored the product online, the decision making process is cut down significantly and the consumer almost always buys the merchandise that they have already searched. This research that they conduct is mostly sparked by an online advertisement which the consumer sees about the product. The advertisement usually doubles as a hyperlink to the product’s website, making it simple and easy for consumers to find more about the
The Information revolution is changing our daily lives. With the rapid development of computers and the internet, online commerce has become quite common and plays an important role in the modern world. Online business has been booming in recent years. US online retail sales rose an average of 11% in the first three months of 2009 (“US Online Sales Up,” 2009). The growth of online sales may be due to the growing number of consumers who shop online.
Online and in-store shopping differentiates in various ways. However, they both are convenient ways to shop. Recently, online shopping has been most convenient for me, but I enjoy both ways of shopping. I believe that shopping preferences change depending on a person’s situation. I noticed that many people are starting to prefer online shopping more than in-store shopping.