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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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The recent keyword advertising does not reflect the individual customer searching pattern because it is focused on each keyword at the aggregate level. The purpose of this research is to observe processes of customer searching patterns. To be specific, individual deal-proneness is mainly concerned. This study incorporates location as a control variable. This paper examines the relationship between customers" searching patterns and probability of purchase.
A customer searching session, which is the collection of sequence of keyword queries, is utilized as the unit of analysis. The degree of deal-proneness is measured using customer behavior which is revealed by customer searching keywords in the session. Deal-proneness measuring function calculates the discount of deal prone keyword leverage in accordance with customer searching order. Location searching specificity function is also calculated by the same logic. The analyzed data is narrowed down to the customer query session which has more than two keyword queries. The number of the data is 218,305 by session, which is derived from Internet advertising agency"s (COMAS) advertisement managing data and the travel business advertisement revenue data from advertiser’s.
As a research result, there are three types of the deal-prone customer. At first, there is an unconditional active deal-proneness customer. It is the customer who has lower deal-proneness which means that he/she utilizes deal-prone keywords in the last phase. He/she starts searching a keyword like general ones and then finally purchased appropriate products by utilizing deal-prone keywords in the last time. Those two types of customers have the similar rates of purchase.
However, the last type of the customer has middle deal-proneness; who utilizes deal-prone keywords in the middle of the process. This type of a customer closely gets into the information by employing deal-prone keywords but he/she could not find out appropriate alternative then would modify other keywords to look for other alternatives. That is the reason why the purchase probability in this case would be decreased Also, this research confirmed that there is a loyalty effect using location searching specificity. The customer who has higher trip loyalty for specificity location responds to selected promotion rather than general promotion. So, this customer has a lower probability to purchase.
A customer searching session, which is the collection of sequence of keyword queries, is utilized as the unit of analysis. The degree of deal-proneness is measured using customer behavior which is revealed by customer searching keywords in the session. Deal-proneness measuring function calculates the discount of deal prone keyword leverage in accordance with customer searching order. Location searching specificity function is also calculated by the same logic. The analyzed data is narrowed down to the customer query session which has more than two keyword queries. The number of the data is 218,305 by session, which is derived from Internet advertising agency"s (COMAS) advertisement managing data and the travel business advertisement revenue data from advertiser’s.
As a research result, there are three types of the deal-prone customer. At first, there is an unconditional active deal-proneness customer. It is the customer who has lower deal-proneness which means that he/she utilizes deal-prone keywords in the last phase. He/she starts searching a keyword like general ones and then finally purchased appropriate products by utilizing deal-prone keywords in the last time. Those two types of customers have the similar rates of purchase.
However, the last type of the customer has middle deal-proneness; who utilizes deal-prone keywords in the middle of the process. This type of a customer closely gets into the information by employing deal-prone keywords but he/she could not find out appropriate alternative then would modify other keywords to look for other alternatives. That is the reason why the purchase probability in this case would be decreased Also, this research confirmed that there is a loyalty effect using location searching specificity. The customer who has higher trip loyalty for specificity location responds to selected promotion rather than general promotion. So, this customer has a lower probability to purchase.
목차
Abstract
1. 서론
2. 이론적 배경
3. 연구 방법
4. 결과
5. 논의
참고문헌
참고문헌 (55)
참고문헌 신청
1. [학술지(정기간행물)] - 김동주 / 2008 / 디지털 멀티미디어 방송의 선호 콘텐츠 및 타 매체 이용특성에 따른 이용의향 요인 분석 / 경영과학 25 (1) : 123 ~ 138
2. [학술지(정기간행물)] - 김동훈 / 2002 / 소비자의 인구통계적 특성이 판매촉진 민감도에 미치는 영향에 관한 연구 / 소비자학연구 13 (2) : 3 ~ 117
3. [학술지(정기간행물)] - 김용준 / 1993 / 바겐세일추구소비자 그들은 누구인가? / 마케팅연구 2 : 81 ~ 108
4. [학술지(정기간행물)] - 김주리 / 2005 / 주부소비자의 쿠폰사용 결정 요인: 비용 및 편익 지각을 중심으로 / 소비문화연구 8 (1) : 115 ~ 133
5. [학술지(정기간행물)] - 박광희 / 2006 / 판매촉진지향성에 관한 이론적 고찰 / 계명대학교생활과학연구소 과학논집 32 : 57 ~ 70
2. [학술지(정기간행물)] - 김동훈 / 2002 / 소비자의 인구통계적 특성이 판매촉진 민감도에 미치는 영향에 관한 연구 / 소비자학연구 13 (2) : 3 ~ 117
3. [학술지(정기간행물)] - 김용준 / 1993 / 바겐세일추구소비자 그들은 누구인가? / 마케팅연구 2 : 81 ~ 108
4. [학술지(정기간행물)] - 김주리 / 2005 / 주부소비자의 쿠폰사용 결정 요인: 비용 및 편익 지각을 중심으로 / 소비문화연구 8 (1) : 115 ~ 133
5. [학술지(정기간행물)] - 박광희 / 2006 / 판매촉진지향성에 관한 이론적 고찰 / 계명대학교생활과학연구소 과학논집 32 : 57 ~ 70
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