The Effect of Macro-Economic to Customer Behavior-An Example of Barnesandnoble.com

How to realize the customers’ heterogeneous and dynamic behavior and predict what happened in the future is very import to marketers. Nowadays under the advance of information systems, marketers use more precisely and prudent techniques such as database to analysis customers action. However, they rarely consider what is momentum to drive customer’ behavior change, many questions about that “Can we use event research to explain the change?”, or “Can we use economic situation to testify that?
In order to find the effect of macro-economic to customer behavior, we use ComScore database in the period of 2006 to 2007 and take Barnesandnoble.com for example. We divided the all period into 24 units and observe the correlation between customers’searching behavior and purchasing behavior base. Later we implement the Hierarchical Bayesian Model to research if macro-economic would have an effect on customer behavior’s shift.
We find that Barnesandnoble’s customers’ behavior will change by time and interact with macro-economic. We thus set up suitable and effective marketing strategies and later we also bring up the circumstance and the research goal in the future.