Psycho-Analytical Considerations in Internet Marketing - Focusing on Human Needs And Personal Trust

Purchase decisions are complex processes that follow economic, psychological and consumer behaviour models. These processes have been largely explored and subsequent marketing strategies have been derived from them. Selling products and services over the Internet complicates the process introducing a technical intermediary into this system. To facilitate a maximum of transactions initiated via the Internet means understanding the purchase decision process and optimally adjusting the Internet marketing approach accordingly. The areas of human needs and trust have been identified as two substantial determinants within this environment. On the one hand the topic of needs addresses a classical decision factor; on the other hand trust describes a media-specific aspect. The discussion paper illustrates the two determinants from an Internet marketing perspective and how established structures and concepts from conventional psychology or marketing can be adapted in an Internet marketing approach. Furthermore two surveys provide insight about the behaviour of the models in the new environment.