Behavior analysis of online consumer behavior

Sigurdsson, Valdimar, Larsen, Nils Magne and Ramachandran Girija, Vishnu Menon (2015) Behavior analysis of online consumer behavior. In, Foxhall, Gordon R. (ed.) The Routledge Companion to Consumer Behavior Analysis. Routledge, 51 - 64.

Abstract

Despite consumer behavior analysis in the offline world, researchers have done rather few studies on online consumer behavior from a behavioral perspective. This is rather unfortunate given the enormous opportunities for experimentation and data gathering in an online environment. We will go through the limited online literature and discuss the opportunities of online experimentation in consumer behavior analysis as the web has the potential to assist behavior analysts and marketers to research important behavioral contingencies faster and possibly with more detail compared with the traditional offline environment. In this paper, we will discuss the similarities and differences between online experimental research and more traditional research in behavior analysis as well as the somewhat declining difference between laboratory and field research that online studies bring. The current chapter encourages researchers to study what can be gained through systematic combination, comparison and further development of strategies and tactics in behavior analysis and web analytics.

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Contributors

Author: Vishnu Menon Ramachandran Girija

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