跨網站網路造訪與瀏覽行為對購買決策之影響─以Southwest.com為例

Abstract

自1960年代網際網路的雛形出現，徹底改變了大眾的生活型態，網路不僅可以做為溝通的媒介、資訊蒐集的管道甚至是購物的通路，由此可知網路早已與人們的生活息息相關，也因此成為研究消費者購買決策極佳的平台。在消費者行為領域，許多學者聚焦於購買行為（buying behavior）的分析，像是估計顧客終身價值（RFM模型）和購買期間與購買金額之預測。然而，如同EKB模型所提出，完整的消費歷程（path）應涵蓋資訊蒐集、方案比較、選擇和購買後行為，購買僅是整個過程的一個環節，唯有考量完整的消費歷程才得以呈現顧客真實的購買動機（goal）、知識經驗（knowledge）與偏好（interest）。 本研究嘗試提出一個結合顧客跨網站之造訪行為與瀏覽行為之模型，來探究其與購買決策的相關性。在考量消費者「異質性」與「動態性」的前提下，本研究採用使用者為中心（user-centric）之研究架構，選擇美國Southwest網站為分析對象，同時納入顧客於其他三大類網站的行為記錄進行剖析，三大類網站分別為：（1）輔助性（ancillaries）服務的訂房與租車類網站、（2）線上旅遊公司網站與（3）屬於競爭對手的其他國內線航空公司網站。透過運用層級貝氏羅吉斯模型，以購買決策為依變數，累積造訪次數（visit time）與平均瀏覽時間（average duration）為自變數，並設定人口統計資料為第二層變數，探究以下兩個主題：（1）顧客購買行為會受到哪些網路造訪行為影響？以及（2）顧客在購買機率與各變數之行為模式是否在不同的人口統計變數上有顯著差異？ 本研究期望能提供企業與行銷人員更全面了解顧客異質性的方法，並根據顧客跨網站行為之差異性，提出更相關的行銷意涵。

Internet acts as a medium of communication, the source of information and even as an important channel of shopping behavior. Internet has become an ideal platform for analyzing buying decision process for customers. There are lots of literatures focusing on individual’s buying behaviors, such as RFM model and the prediction of customers’ future inter-purchase time or purchasing amounts. However, EKB model pointed out that the path included the sequence of event leading up to purchase; however, the result of the research couldn’t look into the customers’ exactly goals, knowledge as well as interests, unless taking the complete path in to consideration. Considering a consumer’s heterogeneity and dynamic, this research utilizes an user-centric model. It chooses Southwest.com as the main object, and cross-analyzes its customers’ behavior in relating to three other types of websites: (1) Ancillary services of room reservation and car reservation websites; (2) Online travel agencies; and (3) Competing domestic airline websites. By using Hierarchical Bayesian Logistic Model, the objective of this research is to understand better the relationship of customers’ cross-site visiting and browsing behavior to their purchasing decisions.

The Study intended to provide tools to understand customers more comprehensively to Corporates and Marketing Professionals, based on cross-analyzing difference of website purchasing behaviors, to have more relevant marketing implications.