| Summary: | 博士 === 國立中山大學 === 資訊管理學系研究所 === 88 === A very distinguished point of online marketing is that it can
collect data about the consumers* shopping processes rather than
the shopping results only. That is, it cannot only collect order
data but also the browsing and shopping cart data. So far, the
browsing records have been used to analyze the Web server traffic.
However, regarding the analysis of shopping cart data, it has not
been found in any marketing research yet. The purpose of this
study is trying to verify the value of shopping cart data by
examining whether it can improve the performance of the marketing
communication decisions.
According to Source-Message-Media-Receiver (SMMR) communication
model, there are three important Web marketing communication decisions.
These decisions are who are the target customers, what message should
be communicated, and how to communicate. For each above marketing
communication decision, in order to check whether the data from
shopping cart can improve its performance, this research proposed
an algorithm that integrates the shopping cart data into each decision
process. Three hypotheses have been proposed in terms of the value of
each new proposed algorithm. Three experiments have been implemented
to test these hypotheses.
The results reveal that the proposed algorithms can improve the
performance of the marketing communications decisions. However, it is
only a starting point to integrate the shopping cart data into the
marketing research. As the online shopping becomes more popular, it
is worthwhile to put more efforts to understand the details about the
value of the online shopping cart data.
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