Consumer motivation and site transfer behavior: Weblog analysis for online service

Ho Eun Chung, Jung Kun Park

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

2 Scopus citations

Abstract

Online consumers visit retail websites in two venues: 1) Direct access by input of known URL addresses or 2) indirect access by clicking the links from third party websites. This research is an exploratory investigation on why online consumers access retail websites with each of the distinctive access manners and how it influences purchase decision-making processes: to purchase or to browse. In detail, it is assumed that the website access manners are affected by different web site visit motivations of goal-directed versus exploratory type. Unlike off-line store environments, it is possible to track online consumers' detailed behaviors by looking at the records saved in Web server log files. The present study utilizes the 3,885 clickstream data in Web log files, and attem pts to investigate the differences in purchasing related activities between the distinctive access types. In further, we also consider the product involvement level to examine whether the differences between the two groups are affected by the degree of product level involvement. The empirical findings indicate that online consumers with direct access manner tend to display the characteristics of goal-directed shoppers. In comparison, the referred group of customers is associated with exploratory tendencies. The product involvement level is only effective in direct access group.

Original languageEnglish
Title of host publication2009 IEEE/INFORMS International Conference on Service Operations, Logistics and Informatics, SOLI 2009
Pages78-84
Number of pages7
DOIs
StatePublished - 2009
Externally publishedYes
Event2009 IEEE/INFORMS International Conference on Service Operations, Logistics and Informatics, SOLI 2009 - Chicago, IL, United States
Duration: 2009 Jul 222009 Jul 24

Publication series

Name2009 IEEE/INFORMS International Conference on Service Operations, Logistics and Informatics, SOLI 2009

Other

Other2009 IEEE/INFORMS International Conference on Service Operations, Logistics and Informatics, SOLI 2009
Country/TerritoryUnited States
CityChicago, IL
Period09/07/2209/07/24

Keywords

  • Motivation
  • Online service
  • Site transfer
  • Weblog file

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