Buying, searching, or browsing: Differentiating between online shoppers using in-store navigational clickstream
Buying, searching, or browsing: Differentiating between online shoppers using in-store navigational clickstream
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DOI：
10.1207/s15327663jcp13-1
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发表时间：
2003-01-01
影响因子：
4.8
通讯作者：
Moe, WW
中科院分区：
文献类型：
--
作者：
Moe, WW
在实体环境中，商店雇用的销售人员学会了根据购物者在店内的行为来区分他们。一些购物者似乎非常专注于寻找特定产品。在这种情况下，销售人员可能会介入并帮助购物者找到他们想要的东西。在其他情况下，购物者只是“逛街”。有经验的销售人员可以识别这些购物者，要么忽略他们并让他们继续逛街，要么以适当的方式进行调解并尝试刺激购买。然而，在虚拟购物环境中，没有销售人员来扮演这个角色。因此，本文从理论上开发并实证测试了一种商店访问类型，其中访问根据购物者的基本目标而变化。通过使用来自给定在线商店的逐页点击流数据，根据观察到的店内导航模式（包括所查看页面的一般内容）将访问分类为购买、浏览、搜索或知识构建访问。每种类型的访问的购买可能性各不相同。在每种情况下，购物者也受到不同动机的驱动，因此会对不同的营销信息做出不同的反应。以这种方式对访问进行分类的能力使电子商务营销人员能够识别可能的买家并设计更有效的定制促销信息。
In the bricks-and-mortar environment, stores employ sales people that have learned to distinguish between shoppers based on their in-store behavior. Some shoppers appear to be very focused in looking for a specific product. In those cases, sales people may step in and help the shopper find what they are looking for. In other cases, the shopper is merely "window shopping." The experienced sales person can identify these shoppers and either ignore them and let them continue window shopping, or intercede and try and stimulate a purchase in the appropriate manner. However, in the virtual shopping environment, there is no sales person to perform that role.Therefore, this article theoretically develops and empirically tests a typology of store visits in which visits vary according to the shoppers' underlying objectives. By,using page-to-page clickstream data from a given online store, visits are categorized as a buying, browsing, searching, or knowledge-building visit based on observed in-store navigational patterns, including the general content of the pages viewed. Each type of visit varies in terms of purchasing likelihood. The shoppers, in each case, are also driven by different motivations and therefore would respond differentially to various marketing messages. The ability to categorize visits in such a manner allows the e-commerce marketer to identify likely buyers and design more effective, customized promotional message.