The Study of the Influences of Web-site Visiting Behavior and Browsing Behavior on Purchase Decision-Making
Date Issued
2011
Date
2011
Author(s)
Lee, Ta-You
Abstract
The concept of customer relationship management (CRM) has a significant impact on practitioners and academics. With a complete database of customer transactions increasing, the research began to develop many different models to estimate the customer lifetime value (CLV), and the most famous of which is RFM model. There are also researches which focus on the interpurchase time or purchase amount. However, among these studies, the basis on which it purchases the majority still only consider buying behaviors, while ignoring them in the theory of consumer behavior before the behavior of the options mentioned. EKB model, as advocated by consumer purchase decisions are not only buying behavior, it also includes information gathering and evaluation behavior. These acts mainly by consumers before purchase decision-making process, risk perception and involvement of the different, and showed heterogeneity. Therefore, this study proposes an integrated model of consumer visiting behavior and browsing behavior, and to explore the impact of their purchasing decisions. Through our proposed model, we can observe more comprehensive customer heterogeneity, and puts forward the marketing implications based on these heterogeneous behavioral features. At the same time, this study also compares the predictive validity of both the proposed model and the traditional interpurchase time model for each customer visit whether will occur purchase behavior.
Subjects
Visiting Behavior
Browsing behavior
Interpurchase Time
Web-site shopping
On-line shopping
SDGs
Type
thesis
File(s)![Thumbnail Image]()
Loading...
Name
ntu-100-D93724002-1.pdf
Size
23.32 KB
Format
Adobe PDF
Checksum
(MD5):94921c12f7b2c03246cb9c13c5eab624