Editing Consumer behaviour (section)

==== Different types of online behaviour ====
Consumers may use online platforms for various stages of the purchase decision. Some consumers use online sources simply to acquire information about planned purchases. Others use online platforms for making the actual purchase. In other situations, consumers may also use online platforms to engage in post-purchase behaviours, such as staying connected with a brand by joining a brand community. Or they may become a brand advocate by posting a product review online, or providing brand referrals via social media. Some e-commerce providers have encountered a challenge in courting consumers who seek information online, but still prefer to turn to bricks and mortar retailers for their purchase. To understand the needs and habits of these and other kinds of online shoppers, online marketers have segmented consumers into different kinds of online behaviour in accordance with their online behavioural characteristics. Lewis and Lewis (1997) identified five market segments based on the way that consumers use the Internet in the purchase decision process:<ref>Cited in Dann, S. and Dann, S., ''E-Marketing: Theory and Application''London, Palgrave-Macmillan, 2011, pp 144-45</ref>

# "Directed Information-seekers" are users that primarily look for information about a product or service online, but there is no guarantee that they may be converted into online buyers.
# "Undirected Information-seekers" are newcomers to a product or service. They are more likely to interact with online prompts, and click through to web pages linked in advertising.
# "Directed Buyers" have a predetermined mindset and wish to purchase a specific product or service online.
# "Bargain Hunters" are price-sensitive users that like to discover products during sales promotions. For these users, discounts are a major attraction to online sales conversion.
# "Entertainment Seekers" are online consumers that are attracted to marketing delivered as a fun activity. Interactive online games could be useful in attracting this kind of customer.