haku: @author Bucklin, R. E. / yhteensä: 3
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| Tekijä: | Bucklin, R. E. |
| Otsikko: | Choice and the Internet: From Clickstream to Research Stream |
| Lehti: | Marketing Letters
2002 : VOL. 13:3, p. 245-258 |
| Asiasana: | CHOICE THEORY INTERNET RESEARCH MARKETING |
| Kieli: | eng |
| Tiivistelmä: | The authors discuss research progress and future opportunities for modeling consumer choice on the Internet using clickstream data (the electronic records of Internet usage recorded by company web servers and syndicated data services). The authors compare the nature of Internet choice (as captured by clickstream data) with supermarket choice (as captured by UPC scanner panel data), highlighting the differences relevant to choice modelers. Though the application of choice models to clickstream data is relatively new, the authors review existing early work and provide a two-by-two categorization of the applications studied to date (delineating search versus purchase on the one hand and within-site versus across-site choices on the other). |
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