An Empirical Study of Customer's Rcpear Visit Frequecy on the Internet

• 발행기관: 한국마케팅과학회
• 저자명: Suke Kyu Lee
• 간행물 정보: 『JGAMS』마케팅과학연구 제11집, 129~146쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2003.05.01

국문 초록

This study explores whether a NBD type of model can be applied to characterize the underlying frequency distribution of online consumer's visit behavior. In this study the following two research questions are addressed: (1) How can we characterize the underlying distribution pattern'(s) of the number of repeat visits to a site? (2) How can consumer's Internet usages and his/her demographics affect the average number of visits to the site? Through the empirical investigation this study found that NBD modcls are directly applicable to characterize the underlying distribution of visit frequency on the internet. Furthermore, this study addresses some managerial implications for understanding how site visits are determined. Especially this study highlights the relationship between repeated visits and the visitors' internet Usages and demographics. The proposed models are estimated and validated by online panel data that covers more than 1000 different sites and has 800,000 observations.