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How Does Internet Influence Consumer Behavior?

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In this digital era, electronic commerce (“e-commerce”) has become one of the main to ensure accuracy, speed and efficiency where commercial transactions negotiated, confirmed and performed.

Began in the World War II as a project of U.S. Department of Defense, the first local area network (LAN) was developed to link computers at the atomic weapons laboratory (Staubhaar, et al., 2011. p: 247), internet has continued to evolve, and become a popular technology and well accepted by the society worldwide. Internet penetration reached 71% of American households by 2006 (Grant and Meadows, 2010). According to Eurostat data, 70% of households had access to the internet in 2010 across EU countries, While in Indonesia, Indonesian Internet Service Providers Association (APJII) reported 88.1 million internet users along 2014 (cnn.com, 2015).

Through internet, consumers have 24 hours access to companies’ products and services. It …show more content…

However, with a huge amount of information available in the internet, sometimes we as consumers may find it overwhelming to make the decision. Thanks to specific websites such as comparison websites and online discussion forums that emerged to help consumers to identify the most appropriate products and services needed.

It is said that understanding consumer behavior is good business (Salomon, et al., 2010). E-commerce has opened great potentials for the business to introduce their products to market, reach new consumers or maintain relationships with existing customers. It may also become one of the most effective sales channels that currently available. E-commerce also promote good supply-chain management and provide more information through a narrative display which highly-unlikely to be available in-store. It also enable consumer

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