한국경영과학회:학술대회논문집 (Proceedings of the Korean Operations and Management Science Society Conference)
- 대한산업공학회/한국경영과학회 2004년도 춘계공동학술대회 논문집
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- Pages.143-146
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- 2004
A Study on Web Usage Behavior of Internet Shopping Mall User: W Cosmetic Mall Case
- Song, Hee-Seok (Department of Management Information Systems, Hannam University) ;
- Jun, Hyung-Chul (Overseas Sales & Marketing System Team, AutoEverSystems)
- 발행 : 2004.05.21
초록
With the rapid growth of e-commerce, marketers are able to observe not only purchasing behavior on what and when customers purchased, but also the individual Web usage behavior that affect purchasing. The richness of this information has the potential to provide marketers with an in-depth understanding of customer. Using commonly available Web log data, this paper examines Web usage behaviors at the individual level. By decomposing the buying process into a pattern of visits and purchase conversion at each visit, we can better understand the relationship between Web usage behavior and purchase decision. This allows us to more accurately forecast a shopper's future purchase decision at the site and hence determine the value of individual customers to the siteAccording to our research, not only information seeking behavior but also visiting duration of a customer and participative behavior such as participation in event should be considered as important predicators of purchase decision of customer in a cosmetic internet shopping mall.