Abstract:

This presentation describes innovative methodologies, which include text analysis-based potential user observation, B2C user shopping experience investigation and user portrait ethnographic research, to understand consumers' behaviors in the e-commerce environment. The presenters aim at using upper level skills to better understand consumers' mindset, wants and needs while shopping online. In addition, it also sheds light on how to develop marketing strategies, from defining target consumers to exploring user experience according to the different development stages of e-commerce enterprise.