The Dynamics of Online Purchase Visits： Inertia or Switching？

IF 1.3 Q3 BUSINESS

Frontiers of Business Research in China Pub Date : 2016-04-12 DOI:10.3868/S070-005-016-0001-2

Zelin Zhang, Xia Wang, P. P. Leszczyc, Xiao Zuo

引用次数: 1

Abstract

This paper studies the dynamics of online purchase patterns, focusing on the impact of the channel used on conversion probability, as well as the transition of channel use over time. A novel data set from a major Chinese online travel agency is used for analysis, consisting of four months of data with 24,337 store visits through three types of channels: direct visit, search advertising and referral. Results of a Bayesian multinomial logit model show that the search channel significantly affects consumers' conversion probability, and show a high degree of inertia in channel use. This finding contrasts sharply with suggestions of previous research that most future purchases will converge to the direct-visit channel.

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在线购买访问的动态:惯性还是转换?

本文研究了在线购买模式的动态，重点关注所使用的渠道对转换概率的影响，以及渠道使用随时间的转变。该研究使用了来自中国一家大型在线旅行社的新数据集进行分析，该数据集包括四个月的24,337家门店访问数据，通过三种渠道:直接访问、搜索广告和推荐。贝叶斯多项式逻辑模型的结果表明，搜索渠道显著影响消费者的转化概率，并且在渠道使用中表现出高度的惯性。这一发现与之前的研究建议形成鲜明对比，即大多数未来的购买将集中在直接访问渠道。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Frontiers of Business Research in China BUSINESS-

CiteScore

6.90

自引率

0.00%

发文量

317

审稿时长

5 weeks

期刊介绍： Frontiers of Business Research in China (FBR) is a double-blind refereed quarterly journal in business research. FBR offers a multidisciplinary forum for academics, practitioners, and policy makers that focuses on business administration, and encourages interdisciplinary studies and interactions between Chinese and international researchers. FBR publishes original academic and practical research articles that extend, test, or build management theories, as well as contributions to business administration practice, either in the Greater China region or beyond. The Journal also publishes related commentaries and case studies. FBR invites submissions of high-quality manuscripts in all areas of business administration, without limitations on research methods. Major areas of interest include, but are not limited to: Accounting, Finance, Human resources, International business, Marketing, Management information systems, Operations management, Organizational behavior, and Strategic management.