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Predicting online consumer information needs using heuristics

Conference Paper


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Abstract


  • This paper proposes a new approach to online behaviour modelling based on heuristic patterns of behaviour. Such patterns of behaviour reflect the consumer’s needs and limited information processing capabilities enabling more effective serving of information relevant to the consumer’s needs in real time. Using website interactivity or data exchange with consumers through a purchase process offers previously untapped opportunities for value co-creation. The paper concludes with an outline of the requisite research to implement a real-time, needs-based information serving system and the theoretical advances that are likely to be gained from such research.

Publication Date


  • 2010

Citation


  • Grant, R., Clarke, R. J. & Kyriazis, E. (2010). Predicting online consumer information needs using heuristics. In P. Ballantine & J. Finsterwalder (Eds.), Australia and New Zealand Marketing Academy Conference (pp. 1-7). Christchurch, New Zealand: Department of Management, University of Canterbury.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=2573&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/1524

Start Page


  • 1

End Page


  • 7

Place Of Publication


  • Christchurch, New Zealand

Abstract


  • This paper proposes a new approach to online behaviour modelling based on heuristic patterns of behaviour. Such patterns of behaviour reflect the consumer’s needs and limited information processing capabilities enabling more effective serving of information relevant to the consumer’s needs in real time. Using website interactivity or data exchange with consumers through a purchase process offers previously untapped opportunities for value co-creation. The paper concludes with an outline of the requisite research to implement a real-time, needs-based information serving system and the theoretical advances that are likely to be gained from such research.

Publication Date


  • 2010

Citation


  • Grant, R., Clarke, R. J. & Kyriazis, E. (2010). Predicting online consumer information needs using heuristics. In P. Ballantine & J. Finsterwalder (Eds.), Australia and New Zealand Marketing Academy Conference (pp. 1-7). Christchurch, New Zealand: Department of Management, University of Canterbury.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=2573&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/1524

Start Page


  • 1

End Page


  • 7

Place Of Publication


  • Christchurch, New Zealand