@article{ART000999695},
author={ILSOON SHIN},
title={A Study of Visit-Purchase Conversion Rate on Online Department Store and Online Bookstore},
journal={Informatization Policy},
issn={1598-3498},
year={2003},
volume={10},
number={3},
pages={118-137}
TY - JOUR
AU - ILSOON SHIN
TI - A Study of Visit-Purchase Conversion Rate on Online Department Store and Online Bookstore
JO - Informatization Policy
PY - 2003
VL - 10
IS - 3
PB - NIA
SP - 118
EP - 137
SN - 1598-3498
AB - Among the enormous amount of customer information enabled by the Internet, the purchase-related data have not been much analyzed compared to the visit-related data. This paper examines the characteristics, changing patterns across customers and retailers, and determinants of visit-purchase conversion rate (VPCR), which is defined as the percentage of visits that result in purchases. For this, This study uses clickstream data from Internet user panel on five online department stores and five online bookstores from April 2002 to September 2002. The main findings are as follow. First, on average, online bookstore has higher VPCR than online department store by 3.6%p, and the top-ranked store shows 3%p higher conversion rate than the others. Second, online bookstore shows decreasing VPCR with time, but the reverse is true in online department store when all visitors are considered. However, VPCRs in both categories decrease when restricted to continuing visitors. Third, frequent and frequency-increasing visitor shows higher propensity to purchase. Fourth, the variable reflecting firms' intentional strategies to raise VPCR does have significant meaning in affecting VPCR. Several other characteristics of VPCR on domestic online retailers are discussed in comparison with previous findings.
KW - visit-purchase conversion rate;clickstream data;online retailer
DO -
UR -
ER -
ILSOON SHIN. (2003). A Study of Visit-Purchase Conversion Rate on Online Department Store and Online Bookstore. Informatization Policy, 10(3), 118-137.
ILSOON SHIN. 2003, "A Study of Visit-Purchase Conversion Rate on Online Department Store and Online Bookstore", Informatization Policy, vol.10, no.3 pp.118-137.
ILSOON SHIN "A Study of Visit-Purchase Conversion Rate on Online Department Store and Online Bookstore" Informatization Policy 10.3 pp.118-137 (2003) : 118.
ILSOON SHIN. A Study of Visit-Purchase Conversion Rate on Online Department Store and Online Bookstore. 2003; 10(3), 118-137.
ILSOON SHIN. "A Study of Visit-Purchase Conversion Rate on Online Department Store and Online Bookstore" Informatization Policy 10, no.3 (2003) : 118-137.
ILSOON SHIN. A Study of Visit-Purchase Conversion Rate on Online Department Store and Online Bookstore. Informatization Policy, 10(3), 118-137.
ILSOON SHIN. A Study of Visit-Purchase Conversion Rate on Online Department Store and Online Bookstore. Informatization Policy. 2003; 10(3) 118-137.
ILSOON SHIN. A Study of Visit-Purchase Conversion Rate on Online Department Store and Online Bookstore. 2003; 10(3), 118-137.
ILSOON SHIN. "A Study of Visit-Purchase Conversion Rate on Online Department Store and Online Bookstore" Informatization Policy 10, no.3 (2003) : 118-137.
