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Dynamic modeling of web purchase behavior and e-mailing impact by Petri net

  • BALAGUE, Christine

    ()

  • LEE, Janghyuk

    ()

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    In this article, the authors introduce Petri nets to model the dynamics of web site visits and purchase behaviors in the case of wish list systems. They describe web site activities and their transition with probability distributions and model the sequential impact of influential factors through links that better explain web purchase behavior dynamics. The basic model, which analyzes site connections and purchases to explain visit and purchase behavior, performs better than a classical negative binomial regression model. To demonstrate its flexibility, the authors extend the wish list Petri net model to measure the impact of e-mailing intervals on visit frequency and purchase.

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    File URL: http://www.hec.fr/var/fre/storage/original/application/35a30a896235420db38d1648fe0edf6a.pdf
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    Paper provided by HEC Paris in its series Les Cahiers de Recherche with number 804.

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    Length: 31 pages
    Date of creation: 01 Dec 2004
    Date of revision:
    Handle: RePEc:ebg:heccah:0804
    Contact details of provider: Postal: HEC Paris, 78351 Jouy-en-Josas cedex, France
    Web page: http://www.hec.fr/

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    1. Mandel, Naomi & Johnson, Eric J, 2002. " When Web Pages Influence Choice: Effects of Visual Primes on Experts and Novices," Journal of Consumer Research, University of Chicago Press, vol. 29(2), pages 235-45, September.
    2. Gerald Häubl & Valerie Trifts, 2000. "Consumer Decision Making in Online Shopping Environments: The Effects of Interactive Decision Aids," Marketing Science, INFORMS, vol. 19(1), pages 4-21, May.
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