The effect of banner advertising on Internet purchasing
The effect of banner advertising on Internet purchasing
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DOI：
10.1509/jmkr.43.1.98
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发表时间：
2006-02-01
影响因子：
6.1
通讯作者：
Chintagunta, PK
中科院分区：
文献类型：
--
作者：
Manchanda, P;Dubé, JP;Chintagunta, PK
这篇文章的重点是横幅广告是否会影响互联网上的购买模式。使用一个行为数据库，包括客户购买在一个网站沿着个人广告曝光，作者衡量横幅广告对当前客户的回购概率的影响，同时考虑持续时间的依赖性。作者使用使用灵活的分段指数风险函数的生存模型对当前客户在任何给定周（自上次购买以来）进行购买的概率进行建模。广告协变量是纯粹的广告变量和广告/个人浏览变量。该模型是投在一个分层贝叶斯框架，这使作者能够获得个人的广告响应参数。结果表明，曝光次数、网站数量和网页数量对重复购买概率都有积极影响，而独特创意的数量则有负面影响。目标定位的回报是广告曝光数量中最高的。研究结果还增加了一般的广告文学显示，广告影响购买行为的现有（与新）客户。
This article focuses on whether banner advertising affects purchasing patterns on the Internet. Using a behavioral database that consists of customer purchases at a Web site along with individual advertising exposure, the authors measure the impact of banner advertising on current customers' probabilities of repurchase, while accounting for duration dependence. The authors model the probability of a current customer making a purchase in any given week (since the last purchase) with a survival model that uses a flexible, piecewise exponential hazard function. The advertising covariates are purely advertising variables and advertising/individual browsing variables. The model is cast in a hierarchical Bayesian framework, which enables the authors to obtain individual advertising response parameters. The results show that the number of exposures, number of Web sites, and number of pages all have a positive effect on repeat purchase probabilities, whereas the number of unique creatives has a negative effect. Returns from targeting are the highest for the number of advertising exposures. The findings also add to the general advertising literature by showing that advertising affects the purchase behavior of current (versus new) customers.