Contribution to Purchase Behavior of Voluntary Search Compared to Web Advertisement

Takumi Kato, Kazuhiko Tsuda

Research output: Contribution to journalConference articlepeer-review

3 Citations (Scopus)


As IT grows, Web advertisement continues to grow. The cost of Web advertising media in Japan reached 1,220.6 billion yen in 2017. This was 23.6% of the total advertising expenditure. On the other hand, the more involved a product is, the less likely a consumer is to purchase it impulsively due to an advertisement. Those who spontaneously Search for information can be expected have similar purchasing behavior. However, there are few examples that quantitatively validate that theory. Therefore, focusing on the Japanese automobile industry, we validated the difference in purchasing behavior (estimation of price on the web) between customers induced by Web advertisement and customers who voluntarily Searched for information.

Original languageEnglish
Pages (from-to)1329-1335
Number of pages7
JournalProcedia Computer Science
Publication statusPublished - 2018
Event22nd International Conference on Knowledge-Based and Intelligent Information and Engineering Systems, KES 2018 - Belgrade, Serbia
Duration: 3 Sept 20185 Sept 2018


  • Customer behavior
  • Inverse probability weighting estimation
  • Propensity score
  • Web advertisement
  • Web Search


Dive into the research topics of 'Contribution to Purchase Behavior of Voluntary Search Compared to Web Advertisement'. Together they form a unique fingerprint.

Cite this