지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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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.
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
참고문헌
참고문헌 (32)
참고문헌 신청
2. [보고서] - 네이버 / 2014 / NAVER 2014년 1분기 IR보고서
3. [단행본] - 닐슨코리아 / 2014 / 옴니채널(OMNI-CHANNEL) 소비패턴이 대세, 지금 기업에게 필요한 것은? / 닐슨코리아
4. [학술지(정기간행물)] - 이홍주 / 2008 / 클릭스트림 데이터를 활용한 전자상거래에서 상품추천이 고객 행동에 미치는 영향 분석 / 한국경영과학회지 33 (3) : 59 ~ 76
5. [학술지(정기간행물)] - 정지은 / 2013 / 패션제품에 대한 모바일 구전효과-페이스북을 중심으로- / 한국의류학회지 37 (2) : 186 ~ 201
6. [학술지(정기간행물)] - 진정숙 / 2011 / 모바일 마이크로블로깅(Mobile Microblogging) 서비스의 사용요인에 관한 연구 / 경영과학 28 (3) : 83 ~ 94
3. [단행본] - 닐슨코리아 / 2014 / 옴니채널(OMNI-CHANNEL) 소비패턴이 대세, 지금 기업에게 필요한 것은? / 닐슨코리아
4. [학술지(정기간행물)] - 이홍주 / 2008 / 클릭스트림 데이터를 활용한 전자상거래에서 상품추천이 고객 행동에 미치는 영향 분석 / 한국경영과학회지 33 (3) : 59 ~ 76
5. [학술지(정기간행물)] - 정지은 / 2013 / 패션제품에 대한 모바일 구전효과-페이스북을 중심으로- / 한국의류학회지 37 (2) : 186 ~ 201
6. [학술지(정기간행물)] - 진정숙 / 2011 / 모바일 마이크로블로깅(Mobile Microblogging) 서비스의 사용요인에 관한 연구 / 경영과학 28 (3) : 83 ~ 94
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UCI(KEPA) : I410-ECN-0101-2015-320-002870760