About
Articles by Ciju
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Experience & Education
Publications
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Online Browsing and Purchase
PROQUEST
See publicationOnline purchases are increasingly becoming a significant portion of total purchases in most product categories. While prior research in marketing has looked at information search and purchase decisions separately, we use a joint framework to study consumers' online browsing and purchase of airline tickets in a unique dataset of household-level dynamic click stream panel data. We use a three-stage model to study (i) the choice of the first website visited, (ii) the duration of browsing on travel…
Online purchases are increasingly becoming a significant portion of total purchases in most product categories. While prior research in marketing has looked at information search and purchase decisions separately, we use a joint framework to study consumers' online browsing and purchase of airline tickets in a unique dataset of household-level dynamic click stream panel data. We use a three-stage model to study (i) the choice of the first website visited, (ii) the duration of browsing on travel websites before making a purchase (iii) the choice of the website where consumers will make the purchase, and how a later stage choice is affected by decisions in previous stages. We simultaneously estimate these three models which constitute a non-linear discrete-continuous equation system using a simulation-based econometric technique. We find significant effects of expected level of expenditure, prior browsing experience, prior purchase experience in determining consumer browsing and purchase behavior. We are able to quantify the differences in attractiveness of a website in getting consumers to first visit them and compare it with the conversion effectiveness of a website in terms of getting consumers who visit to make purchases. A significant impact of choice of the first site visited and browsing duration on choice of the purchase site indicates the importance of modeling these decisions simultaneously. Our results can help managers identify the major determinants of consumer browsing and online purchase behavior, some of which cannot be observed in a brick-and-mortar environment.
Wiki citation : This dissertation is also cited on Wiki page for Marketing activation
http://en.wikipedia.org/wiki/Marketing_activation
Courses
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Advanced Manufacturing Technology
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Applied Electronics, Electrical Engineering & Power Plant Engineering
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Applied Thermodynamics, Heat Transfer & Heat Power Engineering
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Applies Microeconometrics
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Basic Engineering & Machine Drawing
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Brand & Product Management
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Business Policy, Corporate Laws & Taxation
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Computer Aided Design & Computer Aided Manufacturing
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Consumer Behavior & Pricing
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Direct Marketing & Sales Promotion
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Doctoral Seminar in Marketing
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Dynamics of Machinery & Automobile Engineering
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Engineering Metallurgy & Design of Machine Elements
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Game Theory & Analytical Modeling in Marketing
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Industrial & Services Marketing
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Instrumentation & Control
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Key Account Management
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Logistics & Supply chain
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Managment Sciences & Science of Creativity
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Marketing Communication & Market Research
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Marketing Strategy & Implementation
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Marketing of Financial Products
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Mechanics of Fluids & Fluid Machinery
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Mechanics of Solids & Strength of Materials
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Metrology & Quality Control
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Production Drawing & Cost Estimation
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Production Management & Operations Research
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Production Process - Foundry, Welding, Lathe & CNC machines
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Production Technology & process Metallurgy, Special Machines and Metorology
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Programming in C, SYBASE, FORTRAN, COBOL & BASIC
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Random Variables & Stochastic Processes
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Refrigeration & Air conditioning
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Research Design & Methods
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Sales & Distribution
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Seminar in Econometrics using Bayesian estimation
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Systems Analysis & Design
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Thesis - Thermal Barrier Coatings in Internal Combustion Engine
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Time Series & Panel Data Analysis
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Topics in Empirical Industrial Organization
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