Does difference between direct and indirect visit matter?

Tong Li; Qiang Ye; Yijun Li

doi:10.1145/2346536.2346591

Does difference between direct and indirect visit matter?

Tong Li^*
, Qiang Ye
, Yijun Li

^*Corresponding author for this work

School of Management

Harbin Institute of Technology

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

4 Scopus citations

Abstract

This study uses a large-scale click-stream dataset to model browsing and purchasing behavior of ecommerce website visitors. It is shown that direct visitors and indirect visitors act differently in terms of the number of viewed pages and purchasing decision. We subsequently use the ratio of direct visits to indirect visits as an indicator to add into website earning performance estimation and find that the ratio adds some explanatory power.

Original language	English
Title of host publication	ICEC 2012 - 14th Annual International Conference on Electronic Commerce
Pages	278-279
Number of pages	2
DOIs	https://doi.org/10.1145/2346536.2346591
State	Published - 2012
Event	14th Annual International Conference on Electronic Commerce, ICEC 2012 - Singapore, Singapore Duration: 7 Aug 2012 → 8 Aug 2012

Publication series

Name	ACM International Conference Proceeding Series

Conference

Conference	14th Annual International Conference on Electronic Commerce, ICEC 2012
Country/Territory	Singapore
City	Singapore
Period	7/08/12 → 8/08/12

Keywords

earning performance
purchase conversion
website traffic

Access to Document

10.1145/2346536.2346591

Cite this

@inproceedings{e7c2299148a0466f99eaf299e95f70d9,

title = "Does difference between direct and indirect visit matter?",

abstract = "This study uses a large-scale click-stream dataset to model browsing and purchasing behavior of ecommerce website visitors. It is shown that direct visitors and indirect visitors act differently in terms of the number of viewed pages and purchasing decision. We subsequently use the ratio of direct visits to indirect visits as an indicator to add into website earning performance estimation and find that the ratio adds some explanatory power.",

keywords = "earning performance, purchase conversion, website traffic",

author = "Tong Li and Qiang Ye and Yijun Li",

year = "2012",

doi = "10.1145/2346536.2346591",

language = "英语",

isbn = "9781450311977",

series = "ACM International Conference Proceeding Series",

pages = "278--279",

booktitle = "ICEC 2012 - 14th Annual International Conference on Electronic Commerce",

note = "14th Annual International Conference on Electronic Commerce, ICEC 2012 ; Conference date: 07-08-2012 Through 08-08-2012",