Modeling Online Browsing and Path Analysis Using Clickstream Data

Clickstream data provide information about the sequence of pages or the path viewed by users as they navigate a website. We show how path information can be categorized and modeled using a dynamic multinomial probit model of Web browsing. We estimate this model using data from a major online booksel...

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Veröffentlicht in:	Marketing science (Providence, R.I.) R.I.), 2004-10, Vol.23 (4), p.579-595
Hauptverfasser:	Montgomery, Alan L, Li, Shibo, Srinivasan, Kannan, Liechty, John C
Format:	Artikel
Sprache:	eng
Schlagworte:	Analysis Autoregression (Statistics) Bayesian method Bookstores Computers Consumer behavior Customization Data analysis Data collection Electronic mail systems hidden Markov chain models hierarchical Bayes models Home pages Hyperlinks Information search and retrieval Internet Internet service providers Marketing Markov models Markov processes Markovian processes Mathematical models Modeling Monte Carlo simulation multinomial probit model Personal computers personalization Servers Shopping Stock conversion ratios Studies Vector autoregression vector autoregressive models Websites
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