CLICKING INTO CONSUMER MINDS: UNVEILING SHOPPING SEGMENTS THROUGH CLICKSTREAM ANALYSIS

Authors

  • [1] Bucklin, R. E., Lattin, J. M. (1991). "A Two-State Model of Purchase Incidence and Brand Choice." Marketing Science, 10(1), 24- 39. [2] Moe, W. W. (2003). "Buying, Searching, or Browsing: Differentiating Between Online Shoppers Using In-Store Navigati

Keywords:

Consumer minds, Unveiling shopping, Clickstream analysis

Abstract

Understanding consumer behavior in the digital age requires deep insights into online shopping patterns. Clickstream analysis— tracking and analyzing users’ online navigation behavior—provides a powerful approach to segmenting consumers based on their browsing and purchasing habits. This study unveils key shopping segments by leveraging large-scale clickstream data,
identifying patterns that differentiate impulse buyers, comparison shoppers, brand-loyal customers, and deal-seekers.

References

Bucklin, R. E., Lattin, J. M. (1991). "A Two-State Model of Purchase Incidence and Brand Choice." Marketing Science, 10(1), 24-39.

Moe, W. W. (2003). "Buying, Searching, or Browsing: Differentiating Between Online Shoppers Using In-Store Navigational Clickstream." Journal of Consumer Psychology, 13(1-2), 29-39

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Published

2024-09-10

How to Cite

[1] Bucklin, R. E., Lattin, J. M. (1991). "A Two-State Model of Purchase Incidence and Brand Choice." Marketing Science, 10(1), 24- 39. [2] Moe, W. W. (2003). "Buying, Searching, or Browsing: Differentiating Between Online Shoppers Using In-Store Navigati. (2024). CLICKING INTO CONSUMER MINDS: UNVEILING SHOPPING SEGMENTS THROUGH CLICKSTREAM ANALYSIS. Journal of Computational Analysis and Applications (JoCAAA), 33(05), 1155–1162. Retrieved from https://eudoxuspress.com/index.php/pub/article/view/1870

Issue

Vol. 33 No. 05 (2024): JOCAAA

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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