A cognitively-grounded approach: Customer behavior pattern discovery in an online shopping environment

Document Type

Conference Proceeding

Publication Date

12-1-2006

Abstract

While shopping online, customers' needs and goals may change dynamically based on the information they encounter. While these changes create emergent information needs, decisions about what information to present are typically made before customers have visited a website, using data such as purchase histories and logs of web page visited (i.e. clickstream data). The research lays the foundation for an alternative approach: developing predictions about what information to present based on inferences made from cognitively-grounded models of the customer. The research test hypotheses about how various factors (such as time pressure) may impact customers'cognition and behavior while shopping online. The main data sources are think-aloud protocols and clickstreams of the participants, as well as pre- and post-experiment questionnaires. This work is expected to improve understanding of how contextual, personal, and product-related factors help shape online shopping behavior, and to generate insights into the cognitive processes that inform this behavior.

Identifier

84870045562 (Scopus)

ISBN

[9781604236262]

Publication Title

Association for Information Systems 12th Americas Conference on Information Systems Amcis 2006

First Page

83

Last Page

87

Volume

1

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