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Modelling real-time online information needs: A new research approach for complex consumer behaviour

Journal Article


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Abstract


  • A major challenge for online vendor website operations is serving information that meets visitor needs at a given point in their purchase process. The problem arises from the complexity of human behaviour as well as changing needs with the evolution of consumer knowledge and skills through the purchase process. The most difficult element however is determining the effects of information provided on the site as well as from other sources that the consumer may access and anticipating resulting consumer needs. This paper discusses the contributions and limitations of current modelling techniques and utility studies of online consumer information to model consumer needs in real time. An alternative basis for real time customer need appraisal is proposed using clickstream and customer input data combined with online information utility to enable more effective information serving. This requires further academic research and changes in practitioner online marketing operations.

Publication Date


  • 2013

Citation


  • Grant, R. G., Clarke, R. J. & Kyriazis, E. (2013). Modelling real-time online information needs: A new research approach for complex consumer behaviour. Journal of Marketing Management, 29 (7-8), 950-972.

Scopus Eid


  • 2-s2.0-84880961240

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1002&context=buspapers

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/3

Has Global Citation Frequency


Number Of Pages


  • 22

Start Page


  • 950

End Page


  • 972

Volume


  • 29

Issue


  • 7-8

Place Of Publication


  • United Kingdom

Abstract


  • A major challenge for online vendor website operations is serving information that meets visitor needs at a given point in their purchase process. The problem arises from the complexity of human behaviour as well as changing needs with the evolution of consumer knowledge and skills through the purchase process. The most difficult element however is determining the effects of information provided on the site as well as from other sources that the consumer may access and anticipating resulting consumer needs. This paper discusses the contributions and limitations of current modelling techniques and utility studies of online consumer information to model consumer needs in real time. An alternative basis for real time customer need appraisal is proposed using clickstream and customer input data combined with online information utility to enable more effective information serving. This requires further academic research and changes in practitioner online marketing operations.

Publication Date


  • 2013

Citation


  • Grant, R. G., Clarke, R. J. & Kyriazis, E. (2013). Modelling real-time online information needs: A new research approach for complex consumer behaviour. Journal of Marketing Management, 29 (7-8), 950-972.

Scopus Eid


  • 2-s2.0-84880961240

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1002&context=buspapers

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/3

Has Global Citation Frequency


Number Of Pages


  • 22

Start Page


  • 950

End Page


  • 972

Volume


  • 29

Issue


  • 7-8

Place Of Publication


  • United Kingdom