Between Click and Purchase: Predicting Purchase Decisions Using Clickstream Data

We develop innovative approaches of using customers’ online navigation-path data to predict purchases. We describe customers’ navigation paths as sequence of browsing behaviours. We predict viewing behaviours and use this predicted viewing behaviour to predict purchases. Our approach improves the prediction accuracy compared to existing modelling alternatives.



Citation:

Boshuo Guo and Catarina Sismeiro (2019) ,"Between Click and Purchase: Predicting Purchase Decisions Using Clickstream Data", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 608-609.

Authors

Boshuo Guo, University of Leeds, UK
Catarina Sismeiro, Imperial College London, UK



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

A Penny for Self-disgust: The Effects of Favorable Review Reward on Consumers Behavior

Qingqing Guo, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University
Bing Han, Shanghai Jiao Tong University

Read More

Featured

L10. How Physical Distance and Power Distance Belief Affect Salesperson Evaluations and Purchase Intentions

Chia-Wei Joy Lin, University of Tennessee at Chattanooga
Saerom Lee, University of Texas at San Antonio, USA
Bingxuan Guo, University of Texas at San Antonio, USA

Read More

Featured

Stating the Obvious: How “Ugly” Labels Can Increase the Desirability of Odd-Shaped Produce

Siddhanth Mookerjee, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Joey Hoegg, University of British Columbia, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.