Customer purchase behavior prediction in E-commerce: a conceptual framework and research agenda

Digital retailers are experiencing an increasing number of transactions coming from their consumers online, a consequence of the convenience in buying goods via E-commerce platforms. Such interactions compose complex behavioral patterns which can be analyzed through predictive analytics to enable businesses to understand consumer needs. In this abundance of big data and possible tools to analyze them, a systematic review of the literature is missing. Therefore, this paper presents a systematic literature review of recent research dealing with customer purchase prediction in the E-commerce context. The main contributions are a novel analytical framework and a research agenda in the field. The framework reveals three main tasks in this review, namely, the prediction of customer intents, buying sessions, and purchase decisions. Those are followed by their employed predictive methodologies and are analyzed from three perspectives. Finally, the research agenda provides major existing issues for further research in the field of purchase behavior prediction online

Customer Concerns about Uncertainty and Willingness to Pay in Leasing Solar Power Systems

Although solar power systems are considered as one of the most promising renewable energy sources, some uncertain factors as well as the high cost could be barriers which create customer resistance. Leasing instead of purchase, as one type of product service system, could be an option to reduce consumer concern on such issues. This study focuses on consumer concerns about uncertainty and willingness to pay for leasing solar power systems. Conjoint analysis method is used to find part worth utilities and estimate gaps of willingness to pay between attribute levels, including various leasing time lengths. The results show the part worth utilities an d relative importance of four major attributes, including leasing time. Among concerns about uncertainties, government subsidy, electricity price, reliability, and rise of new generation solar power systems were found to be significantly related to the additional willingness-to-pay for a shorter leasing time. Cluster analysis is used to identify two groups standing for high and low concerns about uncertainty. People with more concerns tend to pay more for a shorter lease time

고객의 무료 샘플 브랜드 선택에 영향을 미치는 변수 식별

학위논문(석사) -- 서울대학교대학원 : 경영대학 경영학과, 2023. 2. 박성호.Numerous companies employ free sample promotion strategies to increase sales through risen customer experiences. Prior researches mainly focused on investigating the psychological mechanism of free sample promotion: risk aversion, experience effect, reciprocity. Nowadays, companies are introducing new types of free sample promotion strategies which allow customers autonomy when they are selecting sampled products. Therefore, identifying the variables that may affect customers choice of free sample would be new and meaningful to the field. Based on Korean leading cosmetic companys free sample promotion result data, current research builds a random utility model for individual customer. Then the research conducts multinomial logit to explore significant variables that may explain customers choice considering the brand level. For the results, customers preferred to choose the brand that the original price is higher due to price-quality inference. Also, customers presented inertia behavior rather than variety-seeking that past purchase amount and frequency for a specific brand played a significant role in selecting the free sample. In terms of heterogeneity, deal-prone customers showed higher sensitivity for price compared to those who were relatively insensitive to discount. Customers who have experienced various brands before participating the free sample promotion did not show preferences for a specific brand compared to customers who were loyal to a certain brand.기업은 무료 샘플 프로모션 전략을 통해 고객 경험을 제공함으로써 매출 증진을 꾀하곤 한다. 샘플 프로모션 전략과 관련한 선행 연구는 주로 위험 회피, 경험 효과, 호혜와 같은 고객의 참여 동인을 탐색하는데 주력했다. 최근, 기업은 고객의 자율성을 허용하는 방식의 새로운 무료 샘플 프로모션 전략을 시도한다. 따라서 이러한 프로모션에 참여하는 고객에게 영향을 미칠 수 있는 변수를 식별하는 연구가 의미 있겠다. 본 연구는 업계를 선도하는 한국 화장품 기업의 무료 샘플 프로모션 결과 데이터를 토대로 개별 고객의 효용을 설명할 수 있는 모형을 수립한다. 이후 다항 로짓 모형을 통해 브랜드 단계에서 고객의 선택에 영향을 미칠 수 있는 변수를 탐색한다. 연구 결과, 고객은 가격-품질 추론 성향에 의해 본 제품의 평균 정상가격이 높은 샘플 브랜드를 선호하는 것으로 나타났다. 또 과거 구매 금액이나 빈도가 높은 브랜드의 샘플을 선택할 확률이 높아 새로운 제품을 모험적으로 시도하기보다 관성적인 경향을 보였다. 개별 고객을 심도 깊게 이해하기 위한 이질성 분석에 따르면, 할인을 선호하는 성향이 강한 고객일수록 그렇지 않은 고객에 비해 본 제품 평균 정상가격에 더욱 민감했다. 또 샘플 선택 이전까지 다양한 브랜드를 사용해본 고객일수록 그렇지 않은 고객에 비해 특정 브랜드에 대한 선호 혹은 충성도가 떨어진다는 연구 결과를 확인할 수 있었다.1. Introduction 1 2. Literature Review 3 2.1. Traditional Free Sample Promotion 4 2.2. Mechanism of Free Sample Promotion 6 2.3. Digital Free Sample Promotion 7 3. Hypothesis Development 8 3.1. Price-Quality Inference 8 3.2. Monetary and Frequency 9 3.3. Deal-Proneness 10 3.4. Variety-Seeking 11 4. Data 11 4.1. Data Period 12 4.2. Initial Choice 13 4.3. Brand Categorization 14 4.4. Manual Selection 15 5. Model 17 6. Results 18 6.1. Main Results 18 6.2. Heterogeneity Results 21 7. Discussion 23 7.1. Summary 23 7.2. Implication 24 7.3. Limitation and Future Research 25 References 27 국문초록 34석

Can ubiquity moderate m-banking resource-related negative effects?

El objetivo de este estudio es explorar la influencia de los inconvenientes de la banca móvil relacionados con la falta de recursos en la satisfacción de los clientes, su disposición a recibir marketing móvil de permiso y la emisión de boca-oreja. Analizando una muestra de 1429 usuarios de banca móvil, determinamos que la satisfacción de los clientes influye en su disposición a recibir marketing móvil de permiso y emitir boca-oreja, mientras que la disposición a recibir marketing móvil de permiso tiene un efecto positivo sobre la emisión de boca-oreja. Siendo la ubicuidad un atributo distintivo de la banca móvil, observamos su papel moderador, identificando que hay clientes que consideran la ubicuidad como una característica importante de la banca móvil, mientras que otros no la consideran relevante. Este estudio propone recomendaciones para mejorar el uso de los servicios de la banca móvil, evitando o disminuyendo los efectos negativos de sus inconvenientes.The objective of this study is to explore the influence of m-banking resource-related inadequacies on clients’ satisfaction with the banking services, their permission-based mobile marketing tendencies and word-of-mouth emission actions. Analysing a sample of 1429 users of mobile banking services, we determined that clients’ satisfaction influences their willingness to receive permission-based mobile marketing and to emit word-of-mouth, while the willingness to receive permission-based mobile marketing has a positive effect on the word-of-mouth emission. In order not to overlook the ubiquity as a distinguishing attribute of m-banking services, we observe its moderating role, identifying clients who consider ubiquity as an important m-banking characteristic and others who do not consider it relevant. Hence, attending the opinion of actual m-banking clients, this study proposes suggestions for improving the use of m-banking services by avoiding or lessening the negative effects of m-banking resource-related inadequacies

A Model-Driven Architecture Approach to the Efficient Identification of Services on Service-oriented Enterprise Architecture

Service-Oriented Enterprise Architecture requires the efficient development of loosely-coupled and interoperable sets of services. Existing design approaches do not always take full advantage of the value and importance of the engineering invested in existing legacy systems. This paper proposes an approach to define the key services from such legacy systems effectively. The approach focuses on identifying these services based on a Model-Driven Architecture approach supported by guidelines over a wide range of possible service types

E-Fulfillment and Multi-Channel Distribution – A Review

This review addresses the specific supply chain management issues of Internet fulfillment in a multi-channel environment. It provides a systematic overview of managerial planning tasks and reviews corresponding quantitative models. In this way, we aim to enhance the understanding of multi-channel e-fulfillment and to identify gaps between relevant managerial issues and academic literature, thereby indicating directions for future research. One of the recurrent patterns in today’s e-commerce operations is the combination of ‘bricks-and-clicks’, the integration of e-fulfillment into a portfolio of multiple alternative distribution channels. From a supply chain management perspective, multi-channel distribution provides opportunities for serving different customer segments, creating synergies, and exploiting economies of scale. However, in order to successfully exploit these opportunities companies need to master novel challenges. In particular, the design of a multi-channel distribution system requires a constant trade-off between process integration and separation across multiple channels. In addition, sales and operations decisions are ever more tightly intertwined as delivery and after-sales services are becoming key components of the product offering.Distribution;E-fulfillment;Literature Review;Online Retailing

Buying behavior of consumer towards branded apparel in Norway

Masteroppgve International Business and marketing - Nord universitet 201

Harnessing the power of the general public for crowdsourced business intelligence: a survey

International audienceCrowdsourced business intelligence (CrowdBI), which leverages the crowdsourced user-generated data to extract useful knowledge about business and create marketing intelligence to excel in the business environment, has become a surging research topic in recent years. Compared with the traditional business intelligence that is based on the firm-owned data and survey data, CrowdBI faces numerous unique issues, such as customer behavior analysis, brand tracking, and product improvement, demand forecasting and trend analysis, competitive intelligence, business popularity analysis and site recommendation, and urban commercial analysis. This paper first characterizes the concept model and unique features and presents a generic framework for CrowdBI. It also investigates novel application areas as well as the key challenges and techniques of CrowdBI. Furthermore, we make discussions about the future research directions of CrowdBI

Sifting customers from the clickstream : behavior pattern discovery in a virtual shopping environment

While shopping online, customers\u27 needs and goals may change dynamically, based on a variety of factors such as product information and characteristics, time pressure and perceived risk. While these changes create emergent information needs, decisions about what information to present to customers are typically made before customers have visited a web site, using data such as purchase histories and logs of web pages visited. Better understanding of customer cognition and behavior as a function of various factors is needed in order to enable the right information to be presented at the right time. One approach to achieving this understanding is to develop predictions about what information to present based on inferences made from cognitively-grounded models of the customer, calibrated according to an analysis of what behaviors can be observed during the online shopping experience (e.g., clickstream produced by mouse clicks and typing). As a step in achieving this objective, this research tests hypotheses about how differences in product involvement, time pressure, and uncertainty and riskiness of choice may impact a customer\u27s search and decision strategies, time on task, and perceived risk while shopping online. It draws upon the results of prior research, as well as two pilot studies, to motivate the design of a study involving human participants making purchasing decisions in an online shopping environment. The main data sources are the think-aloud protocols and clickstreams of the participants, as well as pre- and post-experiment questionnaires. This work is expected to improve understanding of how contextual, personal and product-related factors help shape online shopping behavior, and to generate insights into the cognitive processes that inform this behavior. Future work beyond the thesis is likely to involve more formal modeling of human cognition in online shopping environments

Understanding the implementation of retail self-service check-out technologies using necessary condition analysis

Purpose Self-service check-out technologies (SSTs) are becoming a trend across different retail settings, allowing companies to gain efficiency and reduce costs. Nevertheless, the success of SSTs implementation is still subject to challenges and uncertainties. This study aims to provide insights for theory and managers on the necessary conditions for the successful implementation of retail SSTs. Design/methodology/approach Based on an online survey, data from 251 participants were collected to understand the factors predicting SSTs adoption and realise what conditions are mandatory for the adoption. partial Least Squares Structural Equation Modelling (PLS-SEM) and necessary condition analysis (NCA) were used to analyse the data. Findings According to the NCA analysis results, 12 latent variables were relevant for predicting SSTs adoption, but only seven were necessary conditions for user adoption. Originality/value The complementarity of perspectives for understanding the adoption of SSTs based on the two data analysis techniques provides novel insights into theory and support for retailers' decision-making on self-service technologies (STTs) implementation.info:eu-repo/semantics/publishedVersio