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논문 기본 정보

자료유형
학술저널
저자정보
이동일 (세종대학교) 김현교 (세종대학교)
저널정보
한국경영과학회 한국경영과학회지 韓國經營科學會誌 第39卷 第4號
발행연도
2014.11
수록면
85 - 95 (11page)

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연구주제
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연구배경
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연구방법
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연구결과
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초록· 키워드

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In the e-commerce, the conversion into the multi-media is the important issue. According to the research by Nielsen Korea, the 83% of customers who purchase the products in the e-commerce utilize multi-channel to buy the products such as mobile and online [3]. Thus, to effectively implement online advertising, marketers should understand the customers’ path [15] in the multi-channel. The study of the multi-site activities plays an important role to predict customers’ purchase [28].
To explain the e-commerce site visit activities of customers, we have developed research model in terms of the online advertising. This research model is based on the study of Moe and Fader [23]. There are two types of composition in the research model. First, general site visit as an exploratory search have net effect on the shopping site visit because customers could acquire or develop information on the e-commerce site via online advertising. Secondly, the e-commerce site visit as a goal-directed search cause threshold of the e-commerce site visit because customers could achieve their goal. When the threshold is increased, the probability of a shopping site visit is decreased and vice versa. Thus, we have investigated the impact of customers’ previous visit activities (general site visit and shopping site visit) on the next e-commerce site visit in terms of dynamic view.
Research data was provided by Cheil World Wide. This panel data include mobile and online log data of panelists from Jan. 2013 to March 2013.
As the results, the customers’ e-commerce site visit on the online media would decrease the probability of e-commerce site visit because these visit activities increase the threshold of e-commerce site visit. This result is similar with the previous study [23]. Otherwise, since e-commerce site visit on the mobile media decrease the threshold, the customers’ probability of e-commerce site visit would increase
In summary, the site visit activities on the mobile could improve the probability of e-commerce site visits.

목차

Abstract
1. 서론
2. 이론적 배경
3. 연구방법
4. 분석 결과
5. 논의
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