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Determination of consumer context in an online transaction process for a high risk purchase

Conference Paper


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Abstract


  • This paper showcases/discusses a method of analyzing consumer website behavior that

    enables real-time purchase context identification. Such analysis will enable online vendors to

    serve content that is relevant to the consumer’s needs, addressing the apparent utility deficit

    that websites have for complex product transactions. The use of communication theory is a

    key component of a value co-creation process that leverages the data derived from website

    interactivity by analyzing the meaning of consumer activity on a website. Such an approach

    offers insights into the effect of information accessed by consumers in real time, enabling a

    responsive system for serving information in real time. In particular it offers the ability to deal

    with the complexity of consumer needs at the point of sale by avoiding unworkable traditional

    factor based modeling practices. In addition to communication theory, this approach requires

    a detailed classification of website content and databases connecting to primary research into

    consumer information utility.

Publication Date


  • 2010

Citation


  • Grant, R. G., Clarke, R. J. & Kyriazis, E. (2010). Determination of consumer context in an online transaction process for a high risk purchase. International Conference on Recent Advances in Retailing and Services Science (pp. 1-26). Belgium: European Regional Science Association.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=3053&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/2004

Start Page


  • 1

End Page


  • 26

Place Of Publication


  • Belgium

Abstract


  • This paper showcases/discusses a method of analyzing consumer website behavior that

    enables real-time purchase context identification. Such analysis will enable online vendors to

    serve content that is relevant to the consumer’s needs, addressing the apparent utility deficit

    that websites have for complex product transactions. The use of communication theory is a

    key component of a value co-creation process that leverages the data derived from website

    interactivity by analyzing the meaning of consumer activity on a website. Such an approach

    offers insights into the effect of information accessed by consumers in real time, enabling a

    responsive system for serving information in real time. In particular it offers the ability to deal

    with the complexity of consumer needs at the point of sale by avoiding unworkable traditional

    factor based modeling practices. In addition to communication theory, this approach requires

    a detailed classification of website content and databases connecting to primary research into

    consumer information utility.

Publication Date


  • 2010

Citation


  • Grant, R. G., Clarke, R. J. & Kyriazis, E. (2010). Determination of consumer context in an online transaction process for a high risk purchase. International Conference on Recent Advances in Retailing and Services Science (pp. 1-26). Belgium: European Regional Science Association.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=3053&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/2004

Start Page


  • 1

End Page


  • 26

Place Of Publication


  • Belgium