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題名:A novel approch for exploring channel dependence of consumers’ latent shopping intent and the related behaviors by visualizing browsing patterns
作者:Hei-Fong Ho
期刊名稱:Data Technologies and Applications
發表頁數:pp. 715-733
發表年份:2021
發表月份:4
摘要:Purpose –This study is to propose a more effective and efficient analytic methodology based on within-site clickstream associated with path visualization to explore the channel dependence of consumers’ latent shopping intent and the related behaviors, which in turn to gain insight concerning the interactivity between webpages. Design/methodology/approach –The primary intention of the research is to design and develop a more effective and efficient approach for exploring the consumers’ latent shopping intent and the related behaviors from the clickstream data. The proposed methodology is to use text-mining package, consisting of the combination of hierarchical recurrent neural networks and Hopfield-like neural network equipped with Laplacian-based graph visualization to visualize the consumers’ browsing patterns. Based on the observed interactivity between webpages, consumers’ latent shopping intent and the related behaviors can be understood. Findings –The key finding is to evidence that consumers’ latent shopping intent and related behaviors within website depend on channels the consumers click through. The accessing consumers through channels of paid search and display advertising are identified and categorized as goal-directed and exploratory modes, respectively. The results also indicate the effect of the content of webpage on the consumer’s purchase intent varies with channels. This implies that website optimization and attribution of online advertising should also be channel dependent. Originality/value – This study is the pioneer to explore the channel dependences of consumer’s latent shopping intent and the related browsing behaviors through within-site clickstream associated with path visualization. The findings are useful for webmasters to optimize the effectiveness and usability of their websites and in turn promote the purchase decision.
關鍵字:
英文關鍵字:Browsing behavior, Clickstream, website optimization, Path visualization, Channel dependence, Recurrent neural network
DOI:https://doi.org/10.1108/DTA-11-2020-0295
Vol:Vol. 55
NO:5
ISSN:2514-9288
全文下載:未授權提供下載
Mail:hffang@mail.cjcu.edu.tw