The Effect of Inter-Visit Time to Inter-purchase Time－An Example of Amazon.com.

This study attempts to analyze the consumer database marketing techniques on the Internet browsing and purchasing behavior, the customer as a separate and individual heterogeneity, and the use of customer data analysis of the past transactions of individual customers of a specific network behavior. Theme is explored in-depth online consumer’s Inter-purchase Time and Inter-visit Time’s relationship, in turn also defined another five variables to measure the variables and customer buying period relations.
This study attempts to Inter-purchase Time as dependent variable, while independent variables were: the Average Inter-visit Time), Visit Time, Customer Activity Index of Visit Time, Customer Activity Index of Duration Time, Customer Activity Index of Pages Viewed and the Basket Total. Information on demographic variables and then set as the second independent variable, and the use of hierarchical Bayesian statistical analysis to explore the following two themes: (1) Will customers during the purchase be subject to browsing behavior affected? And (2) whether the customers purchase during the visit period behavior are significant differences in demographic variables? Finally, through empirical analysis and cluster analysis to explore the factors highly associated with Internet browsing behavior of consumers.
In this study, ComScore database using the United States in 2006 and 2007 acquisition of consumer Internet information and to customers on the Amazon Web site are recorded by the example of the behavioral data to do analysis. However, this study may provide business and marketing personnel a framework for database marketing analysis, customer behavior in the exploration of various sites may not be the same, so marketers can follow the method of this study was to understand consumer online behavior.