2013 Fiscal Year Final Research Report
Modeling Buying Behavior at Online Store
| Project/Area Number |
24730361
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Multi-year Fund |
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| Research Field |
Commerce
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| Research Institution | Osaka University |
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Principal Investigator |
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| Project Period (FY) |
2012-04-01 – 2014-03-31
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| Keywords | 消費者行動 / 情報探索 / 購買モデル / オンライン市場 |
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| 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.
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[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
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