The effect of prior knowledge on online purchase decision-making process
The role of online advertising information in shaping the readiness to purchase over the Internet. An empirical study of the influence of the level of primary knowledge on making decisions about online purchases in various product categories of the store.
| Рубрика | Маркетинг, реклама и торговля |
| Вид | дипломная работа |
| Язык | английский |
| Дата добавления | 18.07.2020 |
| Размер файла | 173,5 K |
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Appendices
The guide of gastronomy evaluator
|
Time |
Activity |
Affected variable |
Received data |
|
|
0:00 |
Ask about the age |
Age |
23 |
|
|
0:10 |
Ask about the level of prior knowledge for gastronomy sphere |
Prior knowledge for industry |
Participant visits restaurants twice a week, chooses restaurants by his own and thinks that he has a high level of prior knowledge |
|
|
0:35 |
Ask about the level of prior knowledge for family restaurant |
Prior knowledge for product |
Participant know some family restaurants in Saint Petersburg |
|
|
0:53 |
Get the task |
Problem recognition |
Participant understands the task |
|
|
1:05 |
Open an Instagram |
Initial consideration set |
Instagram is chosen as an online searching platform |
|
|
1:08 |
Entering a hashtag “Family restaurant” in the search bar |
Initial consideration set |
Participant has some associations and makes a request |
|
|
1:25 |
Clarification of the request “Family restaurant SPb” |
Initial consideration set |
Participant has some associations and makes a request |
|
|
1:29 |
View photos of restaurants |
Initial consideration set |
Participant forms brand association |
|
|
1:35 |
View the profile of the first restaurant |
Evaluating of alternatives |
Participant looks for a menu, location and prices for dishes |
|
|
2:17 |
View the profile of the second restaurant |
Evaluating of alternatives, feedbacks |
Participant looks for menu, location, prices for dishes and checks the feedbacks |
|
|
2:58 |
Adding the second restaurant to savings |
Evaluating of alternatives |
The restaurant is chosen as a potential place for family dinner |
|
|
3:00 |
Viewing the profile of the third restaurant |
Evaluating of alternatives, feedbacks and benefits |
Participants looks for menu, location, prices for dishes, feedbacks and discounts |
|
|
3:32 |
Adding the second restaurant to savings |
Evaluating of alternatives |
The restaurant is chosen as a potential place for family dinner |
|
|
3:36 |
Opening savings |
Evaluating of alternatives |
Participant starts to evaluate two restaurants |
|
|
3:40 |
Comparing the second and third restaurant |
Evaluating of alternatives |
Participants repeats all the steps of observing the profiles of the restaurants |
|
|
4:30 |
Choosing the third restaurant |
Moment of purchase |
Participant books the table in the third restaurant |
|
|
4:35 |
Ask about the reason of choosing the third restaurant |
Feedbacks, Benefits |
Despite the same prices on the dishes, good recommendations about both restaurants, the third has a benefit for first visitors. |
Note: device is defined by screen record.
The guide of gastronomy loyalty looper
|
Time |
Activity |
Affected variable |
Received data |
|
|
0:00 |
Ask about the age |
Age |
29 |
|
|
0:07 |
Ask about the level of prior knowledge for gastronomy sphere |
Prior knowledge for industry |
Participant visits restaurants regularly every day; work in a gastronomy sphere, as a director; asses his prior knowledge for industry, as high |
|
|
0:35 |
Ask about the level of prior knowledge for family restaurant |
Prior knowledge for product |
Participant know family restaurants in Saint Petersburg |
|
|
0:53 |
Get the task |
Problem recognition |
Participant understands the task |
|
|
1:00 |
Open 2GIS |
Initial consideration set |
2GIS is chosen as an online searching platform |
|
|
1:04 |
Entering a request “Restaurant” in the search bar |
Initial consideration set |
Participant has some associations and makes a request |
|
|
1:11 |
Searching the map |
Initial consideration set |
Participant has some associations |
|
|
1:30 |
Looking on the profile of the restaurant |
Initial consideration set |
Participant checks the choosen restaurant |
|
|
1:48 |
Choosing the restaurant |
Moment of purchase |
Participant books the table in the restaurant |
|
|
1:53 |
Ask about the reason of choosing the first restaurant and no evaluating of alternatives |
Loyalty loop |
Participant have chosen particular restaurant and does not evaluate the others due to the selected restaurant is a favorite one. |
Note: the device is defined through the screen record.
The guide of evaluator of pharmaceutics
|
Time |
Activity |
Affected variable |
Received data |
|
|
0:00 |
Ask about the age |
Age |
20 |
|
|
0:10 |
Ask about the level of prior knowledge for pharmaceutic sphere |
Prior knowledge for industry |
Participant asses his prior knowledge for industry, as low, because he rarely ill and prefers not to use pills |
|
|
0:27 |
Ask about the level of prior knowledge for stomachache pills |
Prior knowledge for product |
Participant does not know any pills from stomachache pain |
|
|
0:49 |
Get the task |
Problem recognition |
Participant understands the task |
|
|
0:57 |
Open the Safari Internet Browser |
Initial consideration set |
Safari is chosen as an online searching platform |
|
|
1:00 |
Entering a request “Stomachache pills” in the search bar |
Initial consideration set |
Participant tries to create some associations and makes a request |
|
|
1:07 |
Opening the first web-site |
Initial consideration set |
Participant forms the brand association |
|
|
2:15 |
Clarification of the request “Online pharmacy in SPb” |
Initial consideration set |
Participant has some brand association and make a request |
|
|
2:17 |
Opening the first web-site of the online pharmacy |
Evaluating of alternatives, feedbacks |
Participant looks a variety of stomachache pills, its price and recommendations of the users |
|
|
3:05 |
Opening the second web-site of the online pharmacy and searching there two specific pills |
Evaluating of alternatives |
Participant evaluate the price of the pills |
|
|
3:42 |
Opening the third web-site of the online pharmacy and searching there two specific pills |
Evaluating of alternatives |
Participants evaluate the price of the pills |
|
|
4:22 |
Opening the third web-site of the online pharmacy and searching there two specific pills |
Evaluating of alternatives, benefits |
Participant evaluate the price of the pills and find a promo code for the first purchase |
|
|
5:10 |
Choosing the third online pharmacy and a specific pills |
Moment of purchase |
Participant added the second stomachache pill to the cart and purchases it. |
|
|
5:15 |
Ask about the reason of choosing the third restaurant |
Feedbacks, Benefits |
Due to low prior knowledge for category and product the participant tries to understand what exact pill is needed. The two most popular were compared in price in different online pharmacies and the one that was covered by the promo code was selected |
Note: the device is defined through the screen record.
primary knowledge purchases
The guide of loyalty looper of pharmaceutics
|
Time |
Activity |
Affected variable |
Received data |
|
|
0:00 |
Ask about the age |
Age |
50 |
|
|
0:10 |
Ask about the level of prior knowledge for pharmaceutic sphere |
Prior knowledge for industry |
Participant asses his prior knowledge for industry, as high, because she had children, that are usually getting ill. |
|
|
0:40 |
Ask about the level of prior knowledge for stomachache pills |
Prior knowledge for product |
Participant use a specific pill from stomachache pain, so the prior knowledge for product is high |
|
|
0:55 |
Get the task |
Problem recognition |
Participant understands the task |
|
|
1:05 |
Open the Safari Internet Browser |
Initial consideration set |
Safari is chosen as an online searching platform |
|
|
1:12 |
Entering a request “Apteka Ozerki” in the search bar |
Initial consideration set |
Participant has an association |
|
|
1:15 |
Opening the web-site of “Ozerki” pharmacy |
Initial consideration set |
Participant forms the brand association |
|
|
1:20 |
Entering a request “No shpa” in the search bar of the pharmacy |
Initial consideration set |
Participant has some brand association and make a request |
|
|
1:47 |
Choosing the tonline pharmacy and a specific pills |
Moment of purchase |
Participant added the stomachache pills to a cart and purchase it |
|
|
2:03 |
Ask about the reason of choosing the third restaurant |
Loyalty loop |
Participant knows a specific pill that helps him in every stomachache pain and orders it in the most cheaper pharmacy according to her opinion |
Note: the device is defined through the screen record.
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