Next Article in Journal
Exploratory Study on Anchoring: Fake Vote Counts in Consumer Reviews Affect Judgments of Information Quality
Previous Article in Journal
Toward a Valid Measure of E-Retailing Service Quality
 
 
Search for Articles:
Title / Keyword
Author / Affiliation / Email
Journal
Article Type
 
 
Advanced Search
 
Section
Special Issue
Volume
Issue
Number
Page
 
Journals
JTAER
Volume 14
Issue 2
10.4067/S0718-18762019000200105
jtaer-logo
Submit to this Journal Review for this Journal Propose a Special Issue
► Article Menu

Article Menu

share Share announcement Help format_quote Cite question_answer Discuss in SciProfiles thumb_up
...
Endorse textsms
...
Comment
Journal of Theoretical and Applied Electronic Commerce Research is published by MDPI from Volume 16 Issue 3 (2021). Previous articles were published by another publisher in Open Access under a CC-BY 3.0 licence, and they are hosted by MDPI on mdpi.com as a courtesy and upon agreement with Faculty of Engineering of the Universidad de Talca.
first_page
settings
Order Article Reprints
Font Type:
Arial Georgia Verdana
Font Size:
Aa Aa Aa
Line Spacing:
Column Width:
Background:
Article

Differences in Buyer Journey between High- and Low-Value Customers of E-Commerce Business

by
Lukáš Kakalejčík
,
Jozef Bucko
and
Martin Vejačka
Technical University of Košice, Department of Applied Mathematics and Business Informatics, Faculty of Economics, Košice, Slovakia
J. Theor. Appl. Electron. Commer. Res. 2019, 14(2), 47-58; https://doi.org/10.4067/S0718-18762019000200105
Submission received: 28 June 2017 / Revised: 12 March 2018 / Accepted: 9 May 2018 / Published: 1 May 2019
Versions Notes

Abstract

The knowledge of high-value customers provides the possibility to make decisions ensuring profitability of the company. By analyzing and optimizing a buyer’s journey, companies can better understand their customers and optimize marketing costs in the way that will generate a higher return on investment. The primary objective of this paper is to define the current state of multichannel attribution and, based on the literature, study and analyze the data regarding the buyer’s journey of high- and low-value customers of selected e-commerce business. To accomplish the main objective of our study, we retrieved and analyzed top conversion paths from Google Merchandise Store, the e-commerce website selling goods branded by Google, with the use of Markov chains and heuristic models. A difference between high- and low-value customers regarding the acquisition by marketing channels before the purchase was found. Moreover, it was found that high-value customers' journeys consist of more interactions compared to those of low-value customers.
Keywords: Attribution modeling; Multichannel attribution; Digital analysis; Web analytics; Markov chains Attribution modeling; Multichannel attribution; Digital analysis; Web analytics; Markov chains

Share and Cite

MDPI and ACS Style

Kakalejčík, L.; Bucko, J.; Vejačka, M. Differences in Buyer Journey between High- and Low-Value Customers of E-Commerce Business. J. Theor. Appl. Electron. Commer. Res. 2019, 14, 47-58. https://doi.org/10.4067/S0718-18762019000200105

AMA Style

Kakalejčík L, Bucko J, Vejačka M. Differences in Buyer Journey between High- and Low-Value Customers of E-Commerce Business. Journal of Theoretical and Applied Electronic Commerce Research. 2019; 14(2):47-58. https://doi.org/10.4067/S0718-18762019000200105

Chicago/Turabian Style

Kakalejčík, Lukáš, Jozef Bucko, and Martin Vejačka. 2019. "Differences in Buyer Journey between High- and Low-Value Customers of E-Commerce Business" Journal of Theoretical and Applied Electronic Commerce Research 14, no. 2: 47-58. https://doi.org/10.4067/S0718-18762019000200105

APA Style

Kakalejčík, L., Bucko, J., & Vejačka, M. (2019). Differences in Buyer Journey between High- and Low-Value Customers of E-Commerce Business. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 47-58. https://doi.org/10.4067/S0718-18762019000200105

Article Metrics

Back to TopTop