Objectives of knowledge management

2 
Entertainment
● 
Amuse myself
● 
Entertain myself
● 
Find information to entertain myself.
3 
Product trial
● 
Try on the latest fashions
● 
Experience a product
● 
Try out a product.
4 
Information
● 
Do research
● 
Get information I need
● 
Search for information I need.
5 
Transaction
● 
Make a purchase
● 
Buy things
● 
Purchase a product I’ve heard about.
6 
Game
● 
Play online games
● 
Entertain myself with Internet games
● 
Play online games with individuals from other countries.
7 
Survey
● 
Take a survey on a topic I care about
● 
Fill out an online survey
● 
Give my opinion on a survey.
8 
Downloads
● 
Download music
● 
Listen to music
● 
Watch online videos.
9 
Interaction
● 
Connect with my friends
● 
Communicate with others
● 
Instant message others I know.
 10 
Search
● 
Get answers to specific questions
● 
Find information I can trust.
 11 
Exploration
● 
Find interesting web pages
● 
Explore new sites
● 
Surf for fun.
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Part 1
Introduction
 12 
News
● 
Read about current events and news
● 
Read entertainment news.
Web advertisers and site owners can use this framework to review the suitability of facilities 
to meet these needs.
Purchased online
Increasing numbers of consumers are now purchasing online. Figure 4.2 shows that initially 
Internet users may restrict themselves to searching for information or using email. As their 
confidence grows, their use of the Internet for purchase is likely to increase. This is often 
coupled with the use of broadband. For this reason, there is still good potential for e-retail 
sales, even if the percentage of the population with access to the Internet plateaus.
You can see from Figure 4.5 that Internet users take longer to become confident to pur-
chase more expensive and more complex products. Figure 4.5 shows that the result is a dra-
matic difference in online consumer behaviour for products according to their price and 
complexity. For some products such as travel and cinema and theatre tickets, the majority 
buy online, while fewer people purchase clothes and insurance online. However, there is now 
less difference between the products than there was two or three years ago. Figure 4.5 suggests 
that the way companies should use digital technologies for marketing their products will vary 
markedly according to product type. In some, such as cars and complex financial products 
such as mortgages, the main role of online marketing will be to support research, while for 
standardised products there will be a dual role in supporting research and enabling purchase.
Bart 
et al
. (2005) have developed a widely referenced conceptual model that links website 
and consumer characteristics, online trust, and behaviour. We have summarised the eight 
main drivers of trust from the study in Figure 9.5 in the section on buyer behaviour.