An empirical analysis of factors that influence retail website visit types |
| |
| Institution: | 1. Department of Management and Marketing, Swinburne University of Technology, PO Box 218, Hawthorn, Victoria 3122, Australia;2. Department of Marketing, Monash University, PO Box 197, Caulfield East, Victoria 3145, Australia;1. Department of Marketing, ICN Business School/CEREFIGE Research Lab, 86 Rue du Sergent Blandan, CS 70148, 54003 Nancy cedex, France;2. Universidad Complutense de Madrid, Marketing Department, Faculty of Economics and Business Management, Campus Somosaguas, 28223 Pozuelo de Alarcón, Madrid, Spain;1. Institut de Recherche en Gestion (IRG), IUT Sénart-Fontainebleau, Rue Georges Charpak, 77567 Lieusaint Cédex, France;2. Laboratoire d''Economie, et de Management (LEMNA), IUT de Saint Nazaire, 58 Rue Michel-Ange, BP 420, 44600 Saint Nazaire, France;3. Research Center in Marketing & Distribution In Situ, AUDENCIA Business School, 8 route de la Jonelière, BP 31222, 44312 Nantes Cedex 3, France;1. Faculty of Economics, University of Rennes 1, CREM UMR CNRS 6211, 7 Place Hoche, 35065 Rennes Cedex, France;2. Graduate School of Management (IGR-IAE Rennes), University of Rennes 1, CREM UMR CNRS 6211, 11 rue Jean Macé – CS 70803, 35708 RENNES Cedex 7, France;1. Old Dominion University, Strome College of Business, Department of Marketing, 2160 Constant Hall, Norfolk, VA 23529, USA;2. Old Dominion University, Strome College of Business, Department of Marketing, 2040 Constant Hall, Norfolk, VA 23529, USA |
| |
| Abstract: | Consumers may have a variety of reasons for using a retail brand's website, including browsing, purchasing, or browsing followed by purchasing. In this study we examine visits to three different retail websites to develop a typology of website visit behaviors and reveal factors that are associated with each visit type. We find four visit types that are consistent across all brands, which we label “touching base,” “search/deliberation,” “goal-directed,” and online shopping “cart-only” visits. One of the brands has an additional visit type we term “considered visits.” The type of visit a consumer makes is influenced by a combination of marketing channels, and their visit and purchase history with the brand. For example, shoppers that are directed to a retailer's website by clicking on a search engine link (paid or organic) are more likely to make visits that are associated with a purchase goal, while visits generated by an email are more likely to be just touching base. These findings provide marketers with a more refined understanding of the different ways consumers use their websites, and the factors associated with these visit behaviors. |
| |
| Keywords: | Ecommerce Segmentation Website browsing |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
