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首页> 外文会议>IEEE/INFORMS International Conference on Service Operations, Logistics and Informatics >Consumer motivation and site transfer behavior: Weblog analysis for online service
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Consumer motivation and site transfer behavior: Weblog analysis for online service

机译：消费者动机和现场转移行为：在线服务的博客分析

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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 attempts 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.
机译：在线消费者在两个场地访问零售网站：1）通过单击来自第三方网站的链接来直接访问已知的URL地址或2）间接访问。这项研究是对在线消费者访问零售网站的探索性调查，每个独特的访问方式以及如何影响购买决策过程：购买或浏览。详细地，假设网站接入方式受到不同网站访问目标与探索类型的不同网站访问动机的影响。与离线商店环境不同，可以通过查看在Web服务器日志文件中保存的记录来跟踪在线消费者的详细行为。本研究利用Web日志文件中的3,885个单击流数据，并试图调查在独特访问类型之间采购相关活动的差异。此外，我们还考虑产品的涉及水平，以检查两组之间的差异是否受产品水平受累程度的影响。实证调查结果表明，具有直接访问方式的在线消费者倾向于显示目标导向的购物者的特征。相比之下，引用的客户组与探索性趋势相关。产品参与水平仅在直接访问组中有效。

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