报告题目: The Different Behaviors between Product Searchers and WebsiteSearchers

报告 人：朱斌教授

主持 人：林家宝教授

时  间：2018年7月23日 上午9:00

地  点：经管602

报告人简介：

Dr. Bin Zhu is a Professor of BusinessInformation Systems in the College of Business. Prior to OSU she was anassistant professor at Boston University. She earned her Ph.D. in ManagementInformation Systems from University of Arizona. Her current research interestsinclude business intelligence, information analysis, social network, human-computerinteraction, information visualization, computer-mediated communication, andknowledge management systems. She has been a lead author for papers that haveappeared in Information Systems Research, Decision Support Systems, Journal ofthe American Society for Information Science and Technology, IEEE Transactionon Image Processing, and D-Lib Magazine. Her research also received an IBMfaculty award.  She  leads the OSU MBA Business Analytics track.Her teaching interests are business analytics, data management, data/textmining, business process, and management information systems.

Abstract:

E-commerce websites such as amazon.com,Walmart.com, etc. serve as online retail stores where customers go for onlineshopping. People usually use two types of key terms to access an e-commercewebsite through search engine. They can either use product-related terms, suchas the product category or the product brand, or use the name of the websiteitself.  It is apparent that users usingthese two types of key words may have different expectations when arrive thee-commerce website and may revisit the website through different paths. Whilevarious studies have dedicated themselves to improve the effectiveness andefficiency of search engine marketing, we have not yet found studies thatprovide a thorough understanding of the difference between product searchersand website searchers when they visit an e-commerce website, while suchunderstanding plays a crucial role in the design of the e-commerce websiteitself and the design of its marketing strategy. To bridge the gap, the paperinvestigates the behavioral difference between e-commerce website visitorsusing different types of key terms. We developed the hypotheses based ontheories in purchase funnel ,carryover and spillover effect, and active andpassive search. The hypotheses were tested using the data collected from amajor e-commerce website from China. We believe that our results makesignificant academic contribution and have important practical implications.