Modeling Buying Behavior at Online Store

• Project/Area Number: 24730361
• Research Category: Grant-in-Aid for Young Scientists (B)
• Allocation Type: Multi-year Fund
• Research Field: Commerce
• Research Institution: Osaka University
• Principal Investigator: WIRAWAN DONY DAHANA 大阪大学, 経済学研究科(研究院), 准教授 (90432426)
• Project Period (FY): 2012-04-01 – 2014-03-31
• Project Status: Completed (Fiscal Year 2013)
• Budget Amount: ¥3,120,000 (Direct Cost: ¥2,400,000、Indirect Cost: ¥720,000); Fiscal Year 2013: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000); Fiscal Year 2012: ¥1,950,000 (Direct Cost: ¥1,500,000、Indirect Cost: ¥450,000)
• Keywords: 消費者行動 / 情報探索 / 購買モデル / オンライン市場 / オンライン店舗 / 購買生起 / 予測モデル

Research Abstract

In this reseach, we built a model for consumers buying behavior at online store and proposed a framework for predicting whether and what to purchase when a consumer makes a shopping trip. To implement this research objectives, we conducted two related empirical studies. The first one is an experiment of simulated purchases which was conducted to investigate the effect of information such as product exemplar on buying process and outcome. We found that showing product exemplars to consumers can alter their buying efficiency in terms of the total time spent to buy. In the second study, we built a purchase incidence model that accounted for consumer visit objectives. We applied this model to consumers log data and purchase history and found that the objective of a consumer to visit a store should be considered if we want to make a good prediction about consumer buying behavior.

Research Products

• [Journal Article] The Effect of Assortment Changes on Consideration Set Formation (2013)
  • Author(s): Wirawan Dony Dahana
  • Journal Title: Contemporary Management Research Volume: Vol.9 No.3 Pages: 231-246
  • Peer Reviewed
• [Journal Article] Wirawan Dony Dahana, Study on the Effect of Reference in Extensive Buying Problem (2013)
  • Author(s): Feranisa Prawita Raras
  • Journal Title: Proceedings of 2013 International Conference on Business and Information Volume: Vol.9 Pages: 224-237
  • Peer Reviewed
• [Journal Article] Study on the Effect of Reference in Extensive Buying Problem (2013)
  • Author(s): Feranisa Prawita Raras, Wirawan Dony Dahana
  • Journal Title: Proceedings of 2013 International Conference on Business and Information Volume: 10 Pages: 224-237
  • Peer Reviewed
• [Journal Article] The Effect of Assortment Changes on Consideration Set Formation (2012)
  • Author(s): Wirawan Dony Dahana
  • Journal Title: Proceedings of International Conference on Marketing Studies 2012 Volume: 3 Pages: 1-15
  • Peer Reviewed
• [Presentation] Study on the Effect of Reference in Extensive Buying Problem (2013)
  • Author(s): Feranisa Prawita Raras, Wirawan Dony Dahana
  • Organizer: International Conference on Business and Information
  • Place of Presentation: Grand Hyatt Bali
  • Year and Date: 2013-07-08
• [Presentation] 参照の効果に関する実験 (2012)
  • Author(s): 青山温子, フェラニサプラウィタララス, 田中克明, ウィラワンドニダハナ, 中島望
  • Organizer: 日本マーケティング・サイエンス学会第90回大会
  • Place of Presentation: 電通株式会社
  • Year and Date: 2012-12-08
• [Presentation] Consumer Decision Processes in Product Search and Purchase at Online Store (2012)
  • Author(s): Wirawan Dony Dahana
  • Organizer: Workshop on Marketing Science and Service Marketing
  • Place of Presentation: 統計数理研究所
• [Presentation] 情報探索の目的を考慮した購買行動モデル (2012)
  • Author(s): ウィラワン ドニ ダハナ
  • Organizer: 日本マーケティング・サイエンス学会第90回大会
  • Place of Presentation: 名古屋大学
• [Presentation] 参照の効果に関する実験 (2012)
  • Author(s): 青山温子, フェラニサ プラウィタ ララス, 田中克明, ウィラワン ドニ ダハナ,中島望
  • Organizer: 日本マーケティング・サイエンス学会第91回大会
  • Place of Presentation: 株式会社電通
• [Book] ベイズ計量経済学ハンドブック,翻訳,第8章担当 (2013)
  • Author(s): ウィラワンドニダハナ他, 照井伸彦監修
• [Book] ベイズ計量経済学ハンドブック (2013)
  • Author(s): ウィラワン ドニ ダハナ他、照井伸彦監修
  • Total Pages: 546
  • Publisher: 朝倉書店