Measurement on Short-term Effect and Purchase Conversion Mechanism of Online Advertising

摘要：

　　With the development of multimedia, the form of online advertising has become more diversified.In the increasingly competitive environment between e-commerce enterprises, the proportion of online advertising investment in total advertising investment continues to grow.However, the operating costs of enterprises are limited, in order to maximize the effectiveness of operating costs, evaluating the effect of various forms of online advertising effectively to determine the scientific online advertising budget allocation is crucial.Based on the enterprises Web log data, we extract the characteristic variables that represent consumers behavior including click behavior, visit behavior and purchase behavior.On the one hand,using multivariate linear regression method to assess the short-term effect of three forms of online advertising in an overall level.On the other hand, we use logistic regression models to investigate the impact of various consumer behaviors on the purchase conversion of consumers who enter the website from different advertising channels.

关键词： Online advertising Short-term effects Purchase conversion

作者: Weiwei Liao Li Li Ruibo Yao

作者单位: School of Economics and Management, Nanjing University of Science and Technology, Nanjing,210094, Ch Focus Technology Co., Ltd., Nanjing, 210061, China

会议类型: 国际会议

会议名称: The Seventeenth Wuhan International Conference on E-Business(第17届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 312-320

在线出版日期: 2018-05-25（万方平台首次上网日期，不代表论文的发表时间）