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클릭스트림 데이터를 이용한 온라인쇼핑몰에서의 고객 유인가격전략의 구매전환효과에 관한 실증연구
염대성(Dai-sung Yeum),채명신(Myungshin Chae) 한국인터넷전자상거래학회 2007 인터넷전자상거래연구 Vol.7 No.3
This study explores the effectiveness of the loss-leader pricing strategy in online shopping malls. It focuses on the impact of the strategy that leads customers to purchase other goods besides the loss-leader goods(purchasing conversion effects). The study empirically researched the clickstream data of six online shopping malls. The results of this research are as follows: First, discount coupons was most effective in terms of purchasing conversion effect than other methods. Second, events produced a different purchasing conversion effect based on the online shopping mall type and customer’s age. Third, bargain sales produced different purchasing conversion effect based on customer’s age and gender. Finally, discount coupons revealed a different purchasing conversion effect based on online shopping mall types. This study may contribute to research on online shopping malls, because it is a pioneering study focusing on the loss-leader pricing strategy at the online business level, using web panels’ clickstream data. It may also help people working in e-commerce to understand the proper application of the loss-leader pricing strategy based on mall’s type, customers' age and gender in order to improve their financial status.
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