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 MoreFeatured
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
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
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