The e-company always seeks ways to turn repeated customers into clients which implies a higher status and some unvoiced psychological contact and bonds. Further transition of clients to the category of “supporters” means that the client responsive to company’s offers becomes the company’s “advocate”, thus, joining e-marketing process, mostly making recommendations and improving positive image of the company. “Propagandists” are characterized by a greater devotion to the company, while a “partner” status implies relations on such a high level that some specialists in e-marketing claim these clients become part of the process aimed at creation of a product/service value.
Literature on e-marketing communications normally views stages a customer goes through when making purchasing decision as “effect hierarchy”, although there is deviation in views regarding nature of this hierarchy. There is no one common opinion on whether or not it is possible to study customer’s behavior as succession of steps.
One of “hierarchy-of-effects models” appeared to be an analogous five-stage model which describes the process of the product acceptance (information, interest, assessment, testing and acceptance). This model was introduced to the discussion of a new product distribution. Furthermore, experts point out that this model of a new product acceptance actually describes stages particular members of a buying center (but not all personnel) go through.
There is another description of the “hierarchy-of-effects” model. This is a six-stage model:
(1) information; (2) knowledge; (З) favor; (4) preference; (5) persuasion; (б) purchase.
This six-stage model also fits a classic behavior model with a ternary structure:
– cognitive component (information and knowledge) dealing with rational information, intellectual conduct;
– affective component (favor and preference), dealing with emotional or perceptional aspects of conduct;
– conative or motivational component (persuasion and purchase), i.e. positive or negative attitude to a particular object.
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