The document discusses the respondent's experiences with online shopping and digital markets. Some key points: - The respondent's best online shopping experience was with ASOS due to fast delivery and accurate product descriptions. - A bad experience occurred when buying a faulty cord on eBay due to blurry product images. - Online stores are appealing due to their accessibility and ability to easily see product availability, but lack of quick communication can be problematic. - The respondent believes prices may fall online to encourage shopping, but delivery fees could offset lower item prices. - Major brands' importance is seen as persisting online due to desires for authenticity.

1. Topic 6

2. Digital Markets
• a) What experiences have you had with shopping online?
I have used online shopping many times. I have used eBay, Eastbay and
ASOS on many occasions.
• b) Describe a good experience.
Majority of my experiences shopping online have been great. Although i
would have to put ASOS as the best experience because the products are
always as described and arrive very quickly.
• c) What did you like about the online store you used?
ASOS is very easily administered and the links to what you are searching
for are extremely easy to find (eg. Mens > T shirts > Size > Colour/Price
range). ASOS also gives 10% discount to uni students which i thought was
great.

3. Digital Markets
• d) Describe a bad experience.
I was trying to buy a cord that would connect my laptop to the TV on eBay,
not knowing exactly what i was looking for (so partially my fault). But the
images of the product on the listing were blurry and resulted in me buying a
cord which couldn’t connect to my TV. despite the cord only costing me
$5, it was not what i wanted, therefore a bad experience
• e) What problems did you have with the online store?
I have also had bad experiences with Eastbay. I have bought NBA fan
apparel (T-Shirts) of this website for myself and also for friends as gifts. I
purchased a size L for myself and an XL for him, as he is slightly bigger
than me. But both of our t-shirts were different material, causing his to
shrink considerably after wash. This has led his t-shirt to be too small,
whilst my t-shirt has remained in perfect shape and if anything, is too large.

4. Digital Markets
• f) What features make an online store more appealing?
The main feature that makes an online store appealing is its accessibility.
To be able to access all of the items that a company has to offer in a short
period of time. It also allows you to easily identify what colours and sizes
are in stock and what is out of stock.
• g) What features make an online store less appealing?
The lack of communication. If i have a question regarding an item, the
response will usually not get to me for a number of hours and this may be
difficult and a negative if the product is needed ASAP.
• h) Should we expect to see the prices of goods and services rise or fall
due to the migration of consumers online?
I think the prices will fall, as this will encourage people to shop online.
Although this may mean that customers have to pay a specific amount for
shipping on their item. So the price of the actual item may be less, but
when the postage cost is added the price may actually be the same/if not
dearer than what it is in stores.

5. Digital Markets
Question 2
a) The dispersion of prices (that is, the spread between the lowest and
highest price for a particular product) will narrow.
The dispersion of prices will narrow, as companies will want to match or
beat prices from their competitors. This usually means that prices will drop.
• b) The importance of brand names will decrease.
I disagree, as people still want to wear products which have the major
brands on them (Nike, Adidas). I know for sure that if i was purchasing
basketball shoes, i would not buy a cheaper pair of Nike shoes, without the
logo on them. This would lead me to believe that they were faulty/dodgy.

6. Digital Markets
• c) Price competition will make all products cheaper.
I do agree with this, as listed above all business aim to get the competitive
edge over their rivals, this usually means reducing prices. Maybe not ALL
products though, as people may become suspicious if important products
(eg. technology, TV/Ipads) are sold at a low price becuase they will
understand that the product may not be legitimate.
• d) Digital markets will become dominated by a handful of mega-sites,
like Amazon.com.
I do agree with this. Amazon is a worldwide known mega-site and ifif
businesses believe that their product will have a greater chance of being
sold through amazon, they will be more than happy for this to occur, as the
most important aspect for businesses is profit.

7. Digital Markets
• e) How do you think the balance of power between buyer’s and seller’s
will change?
I believe eventually the buyers will have the power over the sellers. Mainly
due to the large variety of places to purchase online, there is guaranteed to
have a small market business which is selling big named products for low
costs. This will result in the big named companies reducing prices to keep
up their selling rates. This means that the customers will win, as they
receive the lowest price available.
• f) Prices are clustered online.
Again, I do believe prices are closer together as companies want to remain
closer to their competetitors, to give them the best opportunity to sell their
products.

8. Digital Markets
• g) Online prices are elastic. ( i.e. immune to change up and down with
demand)
I do believe this is true, because products nowadays come in and out of
fashion so quickly. This means that as soon as a newer product is available,
the price of the older model will decrease.
• h) Online prices are generally transparent (the extent to which prices
for a given product or service are known by buyers in the
marketplace).
More often than not, if a customer is purchasing online they will have a
vague idea about how much the item should cost, if they don't they should
compare/contrast a few different stores to help them identify easily if a
product is being sold for too much.

9. Digital Markets
Question 3
a) What types of m-commerce services does your cell phone provider
offer?
My mobile phone enables me to connect the internet, as long as i have
mobile reception. It also allows me to download applications and
communicate with the rest of the world.
• b) Which of these services do you use?
I use all of the services listed above regularly. I am constantly on my phone
using the internet checking sports scores and what my friends are up to
(facebook/Instagram). I access these things using applications that i have
downloaded. These Apps only work when i am connected to the internet.

10. Digital Markets
c) What types of transactions do you perform through your cell phone or
other wireless device?
I have the Commonwealth Bank “Kaching” application on my mobile and
often use this to transfer money and too check how much money i have
available on my card. I also (but rarely) purchase music and apps off my
phone.
d) What types of transactions would you like to perform, but are
currently unable to?
Occasionally i purchase tickets to attend AFL games for my dad and i. This
can be done using a mobile phone, but it is made near impossible due to the
small screen. When you are given the option to select your own seats it is
extremely difficult to view the venue map on the device. I always make
sure i purchase these tickets on a laptop or desktop to ensure i am doing
everything correctly, and can get the best seats available.

11. Digital Markets
e) What is your opinion of wireless advertising/mobile marketing?
I find it very annoying, whenever you download a free app it often comes
with annoying advertisement which you can only avoid by buying the full
version which no one ever wants to do.