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


  • BALAGUE, Christine


  • LEE, Janghyuk



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.

Suggested Citation

  • BALAGUE, Christine & LEE, Janghyuk, 2004. "Dynamic modeling of web purchase behavior and e-mailing impact by Petri net," Les Cahiers de Recherche 804, HEC Paris.
  • Handle: RePEc:ebg:heccah:0804

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    References listed on IDEAS

    1. Mandel, Naomi & Johnson, Eric J, 2002. " When Web Pages Influence Choice: Effects of Visual Primes on Experts and Novices," Journal of Consumer Research, Oxford University Press, vol. 29(2), pages 235-245, September.
    2. Gerald Häubl & Valerie Trifts, 2000. "Consumer Decision Making in Online Shopping Environments: The Effects of Interactive Decision Aids," Marketing Science, INFORMS, pages 4-21.
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    More about this item


    internet; wish list; e-mail; Petri net; dynamic model;

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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