Abstract

Increased propensity of consumers directly visiting the e-commerce website is the most prominent effect of display advertising. Therefore, understanding consumers’ directed revisit behaviors is important for advertisers to arrange their advertising delivering activity. In this paper, authors used an e-commerce website’s consumers browsing data and advertising clicking data to examine the relationship between consumers’ previous shopping behaviors and their direct revisit. Besides, they also consider the visit channels (i.e., direct visit, generic advertising, and retargeting advertising). The results show that for consumers entering the website through different channels, their previous behaviors have different effect on the probability of revising directly in the future. The findings extend previous direct visit studies and can help website to advertise.

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