The Effect of Cross-site Web-Visiting Behavior to Purchase Decision─An Example of Southwest.com
Date Issued
2014
Date
2014
Author(s)
Chou, Chia-Jung
Abstract
Internet acts as a medium of communication, the source of information and even as an important channel of shopping behavior. Internet has become an ideal platform for analyzing buying decision process for customers. There are lots of literatures focusing on individual’s buying behaviors, such as RFM model and the prediction of customers’ future inter-purchase time or purchasing amounts. However, EKB model pointed out that the path included the sequence of event leading up to purchase; however, the result of the research couldn’t look into the customers’ exactly goals, knowledge as well as interests, unless taking the complete path in to consideration.
Considering a consumer’s heterogeneity and dynamic, this research utilizes an user-centric model. It chooses Southwest.com as the main object, and cross-analyzes its customers’ behavior in relating to three other types of websites: (1) Ancillary services of room reservation and car reservation websites; (2) Online travel agencies; and (3) Competing domestic airline websites. By using Hierarchical Bayesian Logistic Model, the objective of this research is to understand better the relationship of customers’ cross-site visiting and browsing behavior to their purchasing decisions.
The Study intended to provide tools to understand customers
more comprehensively to Corporates and Marketing Professionals, based on cross-analyzing difference of website purchasing behaviors, to have more relevant marketing implications.
Subjects
資料庫行銷
購買決策
層級貝式統計
跨網站網路造訪行為
Type
thesis
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ntu-103-R01724002-1.pdf
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