Determine The Characteristics of E-Commerce
September 30th, 2011
Often provide feedback and criticism of the products purchased, interest in e-mail service, chat and discussion groups, often recommend products to others.
Meanwhile, from the characteristics associated segments based on variables such as Table 4 the results obtained. From the characteristics of this segment can be seen to do with the interpretation of the segment is formed. Segment 1 which is the younger respondents and unmarried, do not often buy products to family, love the product because of the prestige, quite emotional and love of fantasy and imagination. Lower spending levels in accordance with behavior are not price sensitive. Meanwhile, lower educational levels in accordance with the interpretation that this segment is less affected by the quality when compared with other segments, less critical and not among those who are very busy. The majority of respondents segment 2 is already established and already married, is consistent with the behavior of segment 2, which often buy products for the family, has an important position in the family, do not buy products because of the prestige, less emotional and like matters relating to religious and principled. Higher spending levels in accordance with the interpretation that the price sensitive segment. Meanwhile, higher levels of education in accordance with the interpretation that this segment is affected by the quality of products, including the very critical and very busy people. Segment 3 is a segment that has characteristics that are intermediate between the two another and so did his behavior.
The position of the life cycle of technology adoption for e-Commerce on respondents can be described in a normal curve as in Figure 2.
Position innovators (1) and the position of early adopter (2) has been conducting transactions on the Internet. The difference is the position of innovators have often perform transactions on the Internet (more than 10 times a year). Of those who have done the transaction, the goods have been purchased include software, concert tickets, hardware, music and car / motorcycle. Average spending of Rp. Rp.500.000 300,000 to every transaction. Early majority position (3) said it would buy over the Internet within the next 2 years. Meanwhile, late majority position (4) does not plan to buy on the internet but never find product information on the internet. The position of laggards (5) is the position left where they do not intend to buy and never look for information products on the internet.
Segment 3 and segment 2 has a position for faster acceptance of E-Commerce technology. All innovators are on the third segment, while the second segment there is no group behind. Meanwhile, segment 1 is a contributor to the lagging and slow the largest majority, with 63.6% of respondents and 50% left the majority of respondents were slow in that segment.