Exploring Consumer Online Purchase Process and Search Behavior: An FCB Grid Perspective
碩士 === 國立臺北大學 === 企業管理學系 === 105 === In recent years, the Internet becomes the major tool for consumers to gather information and the place the transaction occurs. Sellers start to value the importance of the Internet so how consumer actual act and if their behavior are affected by the product types...
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| Format: | Others |
| Language: | en_US |
| Published: |
2017
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| Online Access: | http://ndltd.ncl.edu.tw/handle/07100682120099345486 |
| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 105 === In recent years, the Internet becomes the major tool for consumers to gather information and the place the transaction occurs. Sellers start to value the importance of the Internet so how consumer actual act and if their behavior are affected by the product types should be investigated. In this study, we conduct contextual inquiry to explore consumer search and purchase behavior, their selected keywords and their purchase process among different types of products on the basis of the FCB grid. The results show the patterns of search behavior and purchase processes that consumers really have. A planning model for keyword advertising is developed to guide advertisers bidding on appropriate keywords for various types of products.
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