Modelling real-time online information needs: A new research approach for complex consumer behaviour

Abstract

(2013). Modelling real-time online information needs: A new research approach for complex consumer behaviour. Journal of Marketing Management,, 950-972. Modelling real-time online information needs: A new research approach for complex consumer behaviour AbstractA major challenge for online vendor website operations is serving information that meets visitor needs at a given point in their purchase process. The problem arises from the complexity of human behaviour as well as changing needs with the evolution of consumer knowledge and skills through the purchase process. The most difficult element however is determining the effects of information provided on the site as well as from other sources that the consumer may access and anticipating resulting consumer needs. This paper discusses the contributions and limitations of current modelling techniques and utility studies of online consumer information to model consumer needs in real time. An alternative basis for real time customer need appraisal is proposed using clickstream and customer input data combined with online information utility to enable more effective information serving. This requires further academic research and changes in practitioner online marketing operations. ABSTRACTA major challenge for online vendor website operations is serving information that meets visitor needs at a given point in their purchase process. The problem arises from the complexity of human behaviour as well as changing needs with the evolution of consumer knowledge and skills through the purchase process. The most difficult element however is determining the effects of information provided on the site as well as from other sources that the consumer may access and anticipating resulting consumer needs. This paper discusses the contributions and limitations of current modelling techniques and utility studies of online consumer information to model consumer needs in real time. An alternative basis for real time customer need appraisal is proposed using clickstream and customer input data combined with online information utility to enable more effective information serving. This requires further academic research and changes in practitioner online marketing operations.

An Empirical Study on Website Interactivity Impact among a Student Group, Beneficent for Companies, and Other Users

“…However, little attention has been given to the potential for using interactivity to improve online information services as a basis for consumer relationships. We must keep in mind that website interactivity offers to consumers information search activity for anticipated purchases [19].…”

“…Interactivity can increase online information and consumer connections. Customers can research purchases online [19]. Affected by the mediated environment, we can influence presence.…”

Applying a Causal Ambush Marketing Framework to Social Media: The ‘Pleasure is Diverse’ Campaign and the Australian Marriage Amendment

“…This method combined systemic functional linguistics and social semiotics methods (image, intersemiotic relations). Analysis using systemic functional linguistics and semiotics was vital in the present study to develop a comprehensive evaluation of consumers' attitudes ( Grant et al, 2013 ).…”

Does the host match the content? A taxonomical update on online consumption communities

“…With the ever greater importance of online social media as means for consumers to express their 'virtual selves' (Belk, 2014a), more and more research is investigating online communities and their effects on consumers' identification with groups, social norms and perceived empowerment (Harwood & Garry, 2010;Matzler, Pichler, Füller, & Mooradian, 2011;Moraes, Carrigan, & For marketers, this social shift has created opportunities to help and guide consumers during their selection and categorisation processes by designing suitable social platforms online. The resulting online consumption communities allow marketing researchers, and particularly netnographers, ready access to information about consumers within authentic social micro-environments (Croft, 2013;Grant, Clarke, & Kyriazis, 2013). In addition to their role as sources of marketing intelligence, online communities are of further benefit to marketers since consumers' community participation positively influences purchase intentions, brand engagement, word-of-mouth behaviour, brand loyalty and sponsorship revenue Kim, Choi, Qualls, & Han, 2008;O'Sullivan, Richardson, & Collins, 2011;Papagiannidis, Pantano, See-To, & Bourlakis, 2013).…”