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Eighth International Network Conference (INC 2010)

Eighth International Network Conference (INC 2010)
Heidelberg, Germany, July 6-8, 2010
ISBN: 978-1-84102-259-8

Title: Psycho-Analytical Considerations in Internet Marketing - Focusing on Human Needs And Personal Trust
Author(s): Felix Rimbach, Udo Bleimann, Steven Furnell
Reference: pp345-354
Keywords: Internet, Internet marketing, Consumer Behaviour
Abstract: Purchase decisions are complex processes that follow economic, psychological
and consumer behaviour models. These processes have been largely explored
and subsequent marketing strategies have been derived from them. Selling
products and services over the Internet complicates the process introducing a technical
intermediary into this system.
To facilitate a maximum of transactions initiated via the Internet means understanding
the purchase decision process and optimally adjusting the Internet marketing
approach accordingly. The areas of human needs and trust have been identified
as two substantial determinants within this environment. On the one hand the topic
of needs addresses a classical decision factor; on the other hand trust describes a
media-specific aspect.
The discussion paper illustrates the two determinants from an Internet marketing
perspective and how established structures and concepts from conventional
psychology or marketing can be adapted in an Internet marketing approach. Furthermore
two surveys provide insight about the behaviour of the models in the new
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