Ejercicio Texto B - Preguntas 1-4 · Inglés PAU Asturias Extraordinaria (2ª lengua extranjera) 2021

TEXTO B: Internet shopping

Electronic commerce is becoming increasingly important as a result of the dramatic development of technology and the emergence of a global economy. The expansion of the usage of the internet by organizations and people is one of the main contributors to the development of e-commerce in terms of e-shopping, electronic business and internet commerce. The essential ingredient of marketing and business generally is the satisfaction of customer's needs, so a full understanding of consumer behaviour in terms of internet shopping is a critical success factor for any company making use of it as a form of doing business. Consumer behaviour is complex. Due to the new characteristics of the global economy it has been argued that customers value immediate responses to their demands in terms of goods and information. A demand which technology-based e-commerce is easily able to meet. Research has revealed that consumer acceptance of e-shopping in the UK is much higher than in many other European countries. Surveys also suggest that young educated people, especially university students, constitute the principal demographic of online shoppers. Due to the nature of internet there are critical problems related to shopping online, the major ones suggested being security and privacy problems. Even so, online shopping has grown exponentially, therefore an interesting interaction must be occurring between consumer behaviour and these two unfavourable factors. Research suggests that online sellers have made positive efforts to increase customer's confidence and usage of shopping online through the improvement of security performance and privacy protection. Companies like eBay and Amazon.com are good examples of e-shopping which benefit from a successful brand building strategy that increases customer loyalty. As a result, online shopping has become and will continue to become a full and effective business model. However, this depends to a large extent on the development of technology as well as effective marketing. These companies examine consumers' perceptions of business innovations and the nature of business innovations in terms of technology and marketing to adapt to their clients' needs and demands in a more personalized way.

QUESTIONS. Do not copy literally from the text. (1 punto por respuesta = 4 puntos)

1.

Give reasons why electronic commerce is becoming so important nowadays.

2.

What is the key factor when you make business (either standard or electronic)?

3.

In what way is e-shopping a popular activity in the UK? Who is the typical UK e-shopper?

4.

Name the two main problems internet shopping has to face, and what is being done to remedy them.