Entries Tagged 'Models' ↓
February 16th, 2005 — Models, Working Papers
Li, Shibo, and Patrali Chatterjee, "Shopping Cart Abandonment at Retail Websites – A Multi-Stage Model of Online Shopping Behavior," (February 2005).
We propose a four-stage model of online shopping process to study shopping cart abandonment. Consumer heterogeneity is accounted within a hierarchical Bayesian framework. A hidden Markov switching process is used to capture unobserved user navigation orientation. Managerial implications for customized web pages to reduce the attrition at each stage are discussed. Download pdf.
December 16th, 2002 — Models, Working Papers
Chatterjee, Patrali, Donna L. Hoffman, and Thomas P. Novak, "Modeling the Clickstream: Implications for Web-Based Advertising Efforts," (December 2002).
Abstract. In this paper, we develop an analytical approach to modeling consumer response to banner ad exposures at a sponsored content Web site that reveals significant heterogeneity in (unobservable) click proneness across consumers. The effect of repeated exposures to banner ads is negative and nonlinear, and the differential effect of each successive ad exposure is initially negative, though non-linear, and levels off at higher levels of passive ad exposures. Further, significant correlations between session and consumer click proneness and banner exposure sensitivity suggest gains from repeated banner exposures when consumers are less click prone. For a particular number of sessions, more clicks are generated from consumers who revisit over a longer period of time, than for those with the same number of sessions in a relatively shorter time frame. We also find that consumers are equally likely to click on banner ads placed early or late in navigation path and that exposures have a positive cumulative effect in inducing clickthrough in future sessions. Our results have implications for online advertising response measurement, dynamic ad placement, and may help guide advertising media placement decisions. Download pdf.
See also: earlier May 1998 working paper.
September 26th, 1996 — Models, Working Papers
Novak, Thomas P. and Donna L. Hoffman, "New Metrics for New Media: Toward the Development of Web Measurement Standards," (September 1996).
This paper appears in print as: Novak, T.P. and D.L. Hoffman (1997), "New Metrics for New Media: Toward the Development of Web Measurement Standards," World Wide Web Journal, Winter, 2(1), 213-246. Download pdf.
