Paper Type

Short

Paper Number

1544

Description

The COVID-19 pandemic has accelerated e-commerce growth, heightening competition and retention challenges. Customizing the online shopping experience is crucial for enhancing satisfaction and conversion rates. Traditional customer lifetime value estimation methods often fail to capture the diverse decision-making processes of online consumers. Our study addresses these shortcomings by integrating transaction and website visitation data to evaluate dynamic customer value and browsing pattern. We examine how customer loyalty impacts purchase behavior and moderates with browsing patterns. Results indicate that loyal customers with higher dynamic customer value are more likely to make purchases. Increased browsing positively influences purchase likelihood within a session, although this effect diminishes among the loyal customer group. Our research contributes by proposing a framework for dynamic customer value measurement and understanding its impact on purchase behavior. It also offers insights for e-commerce marketers, emphasizing personalized promotional strategies tailored to loyal customer group.

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E-Business

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Jul 2nd, 12:00 AM

Are Loyal Customers Always More Likely to Buy on the Platform? Moderating Role of Browsing Pattern

The COVID-19 pandemic has accelerated e-commerce growth, heightening competition and retention challenges. Customizing the online shopping experience is crucial for enhancing satisfaction and conversion rates. Traditional customer lifetime value estimation methods often fail to capture the diverse decision-making processes of online consumers. Our study addresses these shortcomings by integrating transaction and website visitation data to evaluate dynamic customer value and browsing pattern. We examine how customer loyalty impacts purchase behavior and moderates with browsing patterns. Results indicate that loyal customers with higher dynamic customer value are more likely to make purchases. Increased browsing positively influences purchase likelihood within a session, although this effect diminishes among the loyal customer group. Our research contributes by proposing a framework for dynamic customer value measurement and understanding its impact on purchase behavior. It also offers insights for e-commerce marketers, emphasizing personalized promotional strategies tailored to loyal customer group.

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