IDEAS home Printed from https://ideas.repec.org/a/rbs/ijbrss/v6y2017i4p01-10.html
   My bibliography  Save this article

Comparisons of Website Visit Behavior between Purchase Outcomes and Product Categories

Author

Listed:
  • Chatpong Tangmanee

    (Chulalongkorn Business School, Chulalongkorn University, Bangkok 10330, Thailand)

Abstract

The online retail business has grown substantially. Given distinctive product categories (e.g. search or experience goods), owners must put an effort in the design of websites so every visit may end with a purchase. Clickstream panel data allowing examination into website visiting behavior (i.e. the number of pages viewed (or pageview) or the visit duration) are increasingly accessible. However, it is unclear whether the differences of the two visiting behavior between purchase outcome or product categories are significant. The present study hopes to fill the void. An analysis of 27,528 visit sessions extracted from ComScore verifies that (1) the difference of page views between purchase outcomes and that between product categories were significant and (2) only the difference of visit duration between the product categories was significant but that between purchase outcomes was insignificant. In addition to theoretical insight into online behavior across purchasing horizons and product categories using clickstream data, online retail practitioners could apply the findings to enhance the possibility of the purchases at their online stores. Key Words:Website Visit Behavior, Purchase Outcomes, Product Categories

Suggested Citation

  • Chatpong Tangmanee, 2017. "Comparisons of Website Visit Behavior between Purchase Outcomes and Product Categories," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 6(4), pages 01-10, July.
    • Handle: RePEc:rbs:ijbrss:v:6:y:2017:i:4:p:01-10
    as

    Download full text from publisher

    File URL: http://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/64/66
    Download Restriction: no
    File URL: http://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/64/66
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Dimitri Laroutis & Philippe Boistel & Max Poulain, 2024. "SMEs versus Amazon: Is the choice of Amazon as the benchmark e-commerce site inevitable? [PME versus Amazon : Le choix d’Amazon comme site marchand de référence est-il une fatalité ?]," Post-Print hal-04687303, HAL.
    2. Chatpong Tangmanee, 2019. "An Empirical Analysis of the Pageview and Visit Duration of Pornography Websites," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 8(3), pages 72-82, May.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rbs:ijbrss:v:6:y:2017:i:4:p:01-10. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Umit Hacioglu (email available below). General contact details of provider: https://edirc.repec.org/data/ssbffea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.