Contribution to Purchase Behavior of Voluntary Search Compared to Web Advertisement

Takumi Kato; Kazuhiko Tsuda

doi:10.1016/j.procS.2018.08.083

Contribution to Purchase Behavior of Voluntary Search Compared to Web Advertisement

Takumi Kato, Kazuhiko Tsuda

School of Commerce

Research output: Contribution to journal › Conference article › peer-review

3 Citations (Scopus)

Abstract

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 language	English
Pages (from-to)	1329-1335
Number of pages	7
Journal	Procedia Computer Science
Volume	126
DOIs	https://doi.org/10.1016/j.procS.2018.08.083
Publication status	Published - 2018
Event	22nd International Conference on Knowledge-Based and Intelligent Information and Engineering Systems, KES 2018 - Belgrade, Serbia Duration: 3 Sept 2018 → 5 Sept 2018

Keywords

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

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10.1016/j.procS.2018.08.083

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title = "Contribution to Purchase Behavior of Voluntary Search Compared to Web Advertisement",

abstract = "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.",

keywords = "Customer behavior, Inverse probability weighting estimation, Propensity score, Web advertisement, Web Search",

author = "Takumi Kato and Kazuhiko Tsuda",

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T1 - Contribution to Purchase Behavior of Voluntary Search Compared to Web Advertisement

AU - Kato, Takumi

AU - Tsuda, Kazuhiko

PY - 2018

Y1 - 2018

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AB - 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.

KW - Customer behavior

KW - Inverse probability weighting estimation

KW - Propensity score

KW - Web advertisement

KW - Web Search

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AN - SCOPUS:85056624476

SN - 1877-0509

VL - 126

SP - 1329

EP - 1335

JO - Procedia Computer Science

JF - Procedia Computer Science

T2 - 22nd International Conference on Knowledge-Based and Intelligent Information and Engineering Systems, KES 2018

Y2 - 3 September 2018 through 5 September 2018

ER -

Contribution to Purchase Behavior of Voluntary Search Compared to Web Advertisement

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Keywords

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