東華大學圖書館 |

語系: 繁體中文

說明(常見問題)

回圖書館首頁

手機版館藏查詢

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

Consumer Online Search Behavior: An ...

Prompijit, Anwida.

FindBook

Google Book

Amazon

博客來

Consumer Online Search Behavior: An Empirical Analysis.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Consumer Online Search Behavior: An Empirical Analysis./
作者:	Prompijit, Anwida.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
面頁冊數:	171 p.
附註:	Source: Dissertations Abstracts International, Volume: 83-02, Section: B.
Contained By:	Dissertations Abstracts International83-02B.
標題:	Information technology. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28321626
ISBN:	9798522947446

Consumer Online Search Behavior: An Empirical Analysis.
Prompijit, Anwida.

Consumer Online Search Behavior: An Empirical Analysis. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 171 p.

Source: Dissertations Abstracts International, Volume: 83-02, Section: B.

Thesis (Ph.D.)--University of California, Irvine, 2021.

This item must not be sold to any third party vendors.

Understanding the impact of display advertisements on consumer online search behavior is an important research area. The effectiveness of display advertising was initially evaluated by using simple proxies, such as the clickthrough rate and conversion probability. However, the clickthrough rate has shown decreasing performance over time, and prior literature has shown that the impact of display ads on conversion probability has mixed findings. This creates concerns about whether online display advertising is indeed effective. Moving beyond using clickthrough rate and conversion probability, this dissertation adds to the literature of display advertising by evaluating ad effectiveness by using new consumer behavior variables that offer an insight into consumer online search behavior. We argue that online display ads shape consumers' purchase decisions indirectly by impacting how consumers conduct product searches. Additionally, prior literature does not distinguish between different online display advertising strategies. In this dissertation, we examine how different strategies may impact consumer online search behavior in different ways. We leverage consumers' clickstream data from a major U.S. automotive website that allows consumers to search for information about vehicles and submit leads to the dealers. We find that different online display advertising strategies are associated with distinct effects on consumer online search behavior. While browsing a product, exposure to the advertisements for the same product can encourage more intensive product viewing intensity and a higher probability for the product revisit. On the other hand, consumers who are newly attracted to the product through having been exposed to its advertisement while browsing competing products are associated with less product search intensity, compared to consumers who browse the product without having been exposed to its advertisements. Finally, for the directions for future research,we study the online search behavior of consumers who use multiple devices (i.e., desktop and mobile platforms) during their online path to purchase to gain insights into the effect of online display advertisements on these consumers. Our preliminary analysis shows that for these consumers, having a desktop platform browsing session anywhere in the consumer online search journey is associated with a higher probability of conversion. Moreover, exposure to the product's ads on a mobile platform is associated with a higher probability that the consumer will browse for the advertised product on a desktop platform subsequently.

ISBN: 9798522947446Subjects--Topical Terms:

532993
Information technology.
Subjects--Index Terms:

Online display ads

Consumer Online Search Behavior: An Empirical Analysis.
LDR:03735nmm a2200361 4500 001 2282181
005 20211001100717.5
008 220723s2021 ||||||||||||||||| ||eng d
020 $a 9798522947446
035 $a (MiAaPQ)AAI28321626
035 $a AAI28321626
040 $a MiAaPQ $c MiAaPQ
100 1 $a Prompijit, Anwida. $3 3560942
245 1 0 $a Consumer Online Search Behavior: An Empirical Analysis.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2021
300 $a 171 p.
500 $a Source: Dissertations Abstracts International, Volume: 83-02, Section: B.
500 $a Advisor: Gurbaxani, Vijay.
502 $a Thesis (Ph.D.)--University of California, Irvine, 2021.
506 $a This item must not be sold to any third party vendors.
520 $a Understanding the impact of display advertisements on consumer online search behavior is an important research area. The effectiveness of display advertising was initially evaluated by using simple proxies, such as the clickthrough rate and conversion probability. However, the clickthrough rate has shown decreasing performance over time, and prior literature has shown that the impact of display ads on conversion probability has mixed findings. This creates concerns about whether online display advertising is indeed effective. Moving beyond using clickthrough rate and conversion probability, this dissertation adds to the literature of display advertising by evaluating ad effectiveness by using new consumer behavior variables that offer an insight into consumer online search behavior. We argue that online display ads shape consumers' purchase decisions indirectly by impacting how consumers conduct product searches. Additionally, prior literature does not distinguish between different online display advertising strategies. In this dissertation, we examine how different strategies may impact consumer online search behavior in different ways. We leverage consumers' clickstream data from a major U.S. automotive website that allows consumers to search for information about vehicles and submit leads to the dealers. We find that different online display advertising strategies are associated with distinct effects on consumer online search behavior. While browsing a product, exposure to the advertisements for the same product can encourage more intensive product viewing intensity and a higher probability for the product revisit. On the other hand, consumers who are newly attracted to the product through having been exposed to its advertisement while browsing competing products are associated with less product search intensity, compared to consumers who browse the product without having been exposed to its advertisements. Finally, for the directions for future research,we study the online search behavior of consumers who use multiple devices (i.e., desktop and mobile platforms) during their online path to purchase to gain insights into the effect of online display advertisements on these consumers. Our preliminary analysis shows that for these consumers, having a desktop platform browsing session anywhere in the consumer online search journey is associated with a higher probability of conversion. Moreover, exposure to the product's ads on a mobile platform is associated with a higher probability that the consumer will browse for the advertised product on a desktop platform subsequently.
590 $a School code: 0030.
650 4 $a Information technology. $3 532993
650 4 $a Web studies. $3 2122754
650 4 $a Web sites. $3 560191
650 4 $a Awards & honors. $3 3560943
650 4 $a Households. $3 579926
650 4 $a Competition. $3 537031
653 $a Online display ads
653 $a Strategy
653 $a Search behavior
653 $a Clickstream data
690 $a 0489
690 $a 0338
690 $a 0646
710 2 $a University of California, Irvine. $b Management - Ph.D.. $3 2094628
773 0 $t Dissertations Abstracts International $g 83-02B.
790 $a 0030
791 $a Ph.D.
792 $a 2021
793 $a English
856 4 0 $u https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28321626