PatternsinOnlineShoppingBehavior沃顿商学院网络购物行为模式.pptVIP

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2018-05-04 发布于四川
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PatternsinOnlineShoppingBehavior沃顿商学院网络购物行为模式.ppt

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Patterns in Online Shopping Behavior(and possible links to call centers) Peter S. Fader Professor of Marketing The Wharton School, University of Pennsylvania fader@ The basic business model for e-commerce is no different than for many traditional goods services 1. Generate/understand store traffic 2. Convert visits into purchases 3. Have customers buy repeatedly over time 4. Have them spend more at each transaction 1. Generate/understand traffic Changes in visit patterns over time (Moe and Fader 2003) How does behavior evolve as the visitor gains experience with the site? What can visiting patterns tell us about purchasing propensities? Modeling browsing behavior at multiple websites (Park and Fader 2003) What can we learn about our customer behavior at one site from observing their behavior at other sites? Data description Focus of the traffic and conversion studies: Media Metrix’s PC Meter panel of 20,000 web users Two sites (A and CDNOW, from 3/98 – 10/98) Aggregated to household level and daily level Define purchases as any visits with “confirm-order” in URL HHID DATE TIME ACTIVE DOMAIN URL 10145 3/17/98 9:47:02 PM 2 /exec/obidos/isbn=0060972777/kcweba/0728/0973004/501562 : 10145 3/17/98 9:49:36 PM 48 /exec/obidos/isbn=0859652424/kcweba/0728/0973004/501562 10145 3/18/98 5:33:59 PM 120 /exec/obidos/quicksearch/query/nsc10145 3/18/98 5:35:59 PM 19 /exec/obidos/isbn=0671024868/7024/1486849/084913 10145 3/18/98 5:36:18 PM 8 /exec/obidos/shopping/basket/7024/1486849/084913 10145 3/18/98 5:36:26 PM 9 /exec/obidos/subst/home/home.html/7024/1486849/084913? : 10145 3/18/98 5:47:02 PM 57 /exec/obidos/order/form/page2/7024/1486849/084913 10145 3/18/98 5:47:59 PM 30 /exec/obidos/confirm/order/7024/1486849/084913 10145 3/20/98 8:55:35 PM 26 /exec/obidos/subst/home/home.html/7024/1486849/084913 10145 3/20/98 8:56:01 PM 21 /exec/obidos/recommendations/past/purchases/7024/1486849/084913 : Generate/understand traffic Changes in visit patterns o