Les Cahiers de Recherche - HEC Paris
Dynamic modeling of web purchase behavior and e-mailing impact by Petri net
() and Janghyuk LEE
Abstract: In this article, the authors introduce Petri nets to model
the dynamics of web site visits and purchase behaviors in the case of wish
list systems. They describe web site activities and their transition with
probability distributions and model the sequential impact of influential
factors through links that better explain web purchase behavior dynamics.
The basic model, which analyzes site connections and purchases to explain
visit and purchase behavior, performs better than a classical negative
binomial regression model. To demonstrate its flexibility, the authors
extend the wish list Petri net model to measure the impact of e-mailing
intervals on visit frequency and purchase.
Keywords: internet; wish list; e-mail; Petri net; dynamic model; (follow links to similar papers)
JEL-Codes: D12; M31; (follow links to similar papers)
31 pages, December 1, 2004
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