发布时间：2020-12-16 热度：
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The Impact of Modern Technology on People’s Shopping Habits
On the Black Friday this year, many shoppers experience the Website crashes inclusive of Walmart’s, J.Crew’s, Lululemon’s and Brooks Running’s websites, due to the increasing shopping online, reports a news article on Dayton Daily News (Driscoll and Writer, 2018). It is acknowledged that shopping online is convenient and accessible with the development of modern technology which impacts consumers’ shopping habits. Of the modern technologies, e-commerce, immediate payment, social media, search engine, and big data play important roles. The e-commerce means people can purchase, sell, and exchange the good or service via networks, and “payments that are made using one’s credit or debit card is part of e-commerce definitions” (Mohapatra, 2013, p.9). Immediate payment supports people to “ receive payment at the time the buyer commits to purchase” which ensures the shopping convenient and time-saving (PayPal, n.d.). For instance, both Alipay and PayPal are popular immediate payments across the world. In Zarrella’s (2010) point, social media have a diversity of forms, and most popular of them are blogs, micro-blogs, media-sharing sites review sites, social networks, and forums, which play a vital part in shopping online. (p.3) With the optimization of search engines, consumers can find the goods quickly on e-commerce websites such as ebay.com, amazon.com, Taobao.com and so on. Besides the search engine, the Big Data is widely used by the marketers and lots of companies. According to Cygnis Media (2017), with the help of Big data, the marketers now can provide personalized products recommendations, forecast the trends, aimed at potential customers and reasonable offers, and adverse at the right time, which enhance customer experience. When it comes to shopping habits, it mainly means the goods that the customer usually want to purchase and the places they prefer to go shopping. The modern technology has affected people’s shopping habits by saving them a lot of time, optimizing their decisions, and offering timely communication and feedback.
Reduced Waiting Time
The popularity of online shopping saves consumers the trouble of traveling a long distance and waiting for a long period to purchase what they want. It is well known that going to a shopping mall may be a terrible experience. Once upon a time, I drive to a shopping mall about 20 miles away to put out a gift for my friend. Never have I expected the traffic jam before the rush hour about five miles away from the destination. Watching the still outside the vehicle, I am anxious and worry about my late for my friend’s birthday party as well as the following group discussion. Besides the traffic jam, it is a bad experience for me when I have to wait in line at the checkout counter for about an hour. The low efficiency leads to a decrease in people who are used to going shopping mall.
On the contrary, I find shopping online more convenient. With the development of e-commerce, numerous official e-commerce websites are available now. “E-commerce has known during the last decades a significant growth, becoming more and more important for the companies worldwide. Nowadays due to globalization, technology is evolving at a very fast speed, forcing all the companies to adopt new technologies” (Nicoleta & Ignat, 2012). What Nicoleta says implies that e-commerce is the tendency which has gain attention widely. Besides, it is easy to find that many conventional retailers have built their e-commerce websites, for example, the Walmart, which aim to embrace the rapid development of e-commerce and gain their market competitiveness. Thanks to the prevalence of e-commerce websites, staying at home, consumers can purchase various goods on a website without going shopping mall.
Also, immediate payment also plays an essential part in the development of e-commerce. Due to immediate payment accelerate the process of purchasing and selling and add more security and convenience to this economic activity. Besides, the immediate payment plays a vital part in the online shopping experience just as what Ji and Han (2012) notice, the online shopping experience of the customers has been negatively influenced by their sense of convenience. On the other hand, the negative impact could be reduced if the retailer improves the quality of their service, pay attention to the payment methods, and set decent prices. Take the Black Friday for example, those websites that fail to provide consumers with proper immediate payment earn complaints and loss potential profits.
More Convenient Shopping Interaction
With the popularity of social media, it is much easier for consumers to share their shopping experience, acquire other consumers’ feedback on the goods they want to buy and communicate with the sellers. It is obvious that more and more people are used to share their shopping experience on social media. According to the research of Jothi and Gaffoor (2017), the popularity of such platforms as Instagram and LinkedIn offers many channels for people to disseminate information and propagandize their products. On Instagram, people may share photos, short videos or just simple words to express their likes and dislikes which will share their shopping experience and their personal lives. The judgment they give will impact others such as followers on Instagram to purchase or not to.
Besides share shopping experience by shoppers, the marketers also speak highly of the social media. Now, more and more business owner is using social media to generate sales which provide the customers with additional ways of shopping. Many of them like shopping through social media such as Pinterest, Twitter, or Snapchat because of the convenient interaction. Jothi and Gaffoor’s (2017) research also illustrates that with the help of the social media, the marketers can interact with both the old customers and new ones. It is well acknowledged that the interaction plays an important in customers’ decision. More importantly, marketers can deal with customers’ questions and complains in time, and consumers could enjoy more excellent customer service.
Smarter Shopping Decisions
Thanks to shopping websites as amazon.com and ebay.com, consumers can make better shopping decisions by comparing the prices and quality of similar providers. It is easy to find that when typing in the keywords on the websites, one can get numerous information about the prices and products. Besides, one can understand his good by using the functions of “Similar Products” and “Product Review” on the website. As many young people do, I prefer shopping online as well. After taking the price, the diversity of goods and the convenience of functions into consideration, I prefer Taobao.com very much and purchase on this B2C e-commerce website regularly. And I remember that once I intend to buy a Segway online but I can not recall which brand it is clear. What I can name are a few keywords such as “two wheels” “Xiaomi” “electric” “balance,” then I search them on the website. Then comes out a variety of goods related to these keywords. In a few seconds, I capture the picture of the Segway that I am looking for. I examine all the details carefully to make sure that I can get one with my favorite color, the reasonable price as well. From my experience, these functions make the e-commerce website convenient for customers to find their favorite and purchase them as soon as possible.
Many people like shopping online because of the more transparent product and pricing information. With all these sufficient information, it is not hard to make a comprehensive comparison of similar products among three e-commerce sites. In Clemons’s (2008) opinion, it is quite apparent that the easy accessibility of information leads to the transparency of the marketplace. With more information available on the Internet, it is much easier for customers to make the best decisions for them. So are the companies in the process of selling products. Due to the transparent product and pricing information, companies can put up strategic plans to bring more sales. In this interactive process between the corporate and the individual decision making under the stimulation of the information increase, the companies can find the most profitable segmented markets, while the consumers can find the products that satisfy their needs most.
Nowadays, Big data have been playing an important part in online shopping. To the marketers, with the application of Big data, they can provide consumers with personalized product recommendations, and can identify the potential consumers quickly. What’s more, the marketers can recognize the trends in advance and adverse their goods or services at the right time. On the other hand, consumers can get a better shopping experience and purchase more products they like. Just as what Erevelles, Fukawa, and Swayne (2008) illustrate that a model based on resource utilization can help marketers make sense of the positive role the Big Data could play in conducting their marketing activities and increasing their profits. It is easy to find that both the participants of online shopping benefit from the Big data, the modern technology.
