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Airline passengers' online search and purchase behaviors.

机译：航空公司乘客的在线搜索和购买行为。

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摘要

This paper studies airline customers' online search and purchase behaviors. Two fundamental aspects of online behavior are examined: (1) the link between search behavior and buying behavior and (2) the evolution of inter-temporal search and purchase decisions of strategic buyers.;In the first study, we examine online customers' dynamic conversion behaviors using clickstream data. A new model based on Markov chains that incorporates discrete choices and decision-timing is proposed to capture key search effects on consumer decisions as well as dynamics of browsing behavior both within and across visits. Empirical results show that within-site search activities lead to strong consumer engagement and thus increase purchase and revisit propensities. Fit comparison between first and second order Markov chains allows us to conclude that consumer decisions are primarily influenced by the current search. Furthermore, we observe that consumers dynamically adjust their browsing behavior both within and across visits.;The second study investigates the evolution of inter-temporal search and purchase decisions of strategic buyers. Risk neutral buyers follow simple behavioral rules based on future and current prices and options available. We show that the trade-off between waiting and purchasing will become less and less favorable to waiting. Price elasticity should therefore drop as departure date approaches. With stationary price distributions, search and purchase efforts increase with proximity to the deadline. We extend the base model to allow for price evolution and demand uncertainty. We find that increases in mean price and price dispersion may attenuate increasing propensities for search and purchase. We demonstrate our models through a logit estimation on a unique data set from a major online travel agency.
机译：本文研究了航空公司客户的在线搜索和购买行为。研究了在线行为的两个基本方面：（1）搜索行为与购买行为之间的联系；（2）战略买家的跨时域搜索和购买决策的演变；在第一项研究中，我们研究了在线客户的动态使用点击流数据的转化行为。提出了一个基于马尔可夫链的新模型，该模型结合了离散的选择和决策时机，以捕获对消费者决策的关键搜索效果以及访问内和访问间浏览行为的动态。实证结果表明，站点内搜索活动导致了强烈的消费者参与度，从而增加了购买和重新访问的倾向。一阶和二阶马尔可夫链之间的适合比较使我们可以得出结论，消费者决策主要受当前搜索的影响。此外，我们观察到消费者在访问期间和访问之间都动态地调整了他们的浏览行为。；第二项研究调查了跨时间搜索和战略性购买者购买决策的演变。风险中立的买主遵循基于未来和当前价格以及可用期权的简单行为规则。我们表明，等待和购买之间的权衡将越来越不利于等待。因此，价格弹性应随着出发日期的临近而下降。在固定价格分布的情况下，搜索和购买工作将在截止日期前增加。我们扩展了基本模型，以允许价格演变和需求不确定性。我们发现，平均价格和价格分散性的提高可能会减弱搜索和购买的增长倾向。我们通过对主要在线旅行社的独特数据集进行logit估计来展示我们的模型。

著录项

  • 作者

    Lee, Misuk.;

  • 作者单位

    Georgia Institute of Technology.;

  • 授予单位 Georgia Institute of Technology.;
  • 学科 Economics Commerce-Business.;Information Science.;Engineering Industrial.
  • 学位 Ph.D.
  • 年度 2009
  • 页码 72 p.
  • 总页数 72
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

  • 入库时间 2022-08-17 11:38:25

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