웹사이트 탐색패턴으로서 탐색다양성과 전환행동과의 관계에 대한 연구 - 전환여부 및 전환정도에 대한 차별적 영향 - = The Relationship Between Search Variety and Conversion Behavior in Website - Differential Effect of Conversion and Conversion Quantity -

다국어 초록 (Multilingual Abstract)

The purpose of this research is to examine the relationship between search variety as search pattern and conversion behavior in experiential website. Search variety is measured by the number of menu clicked and conversion behavior is divided by conversion and conversion quantity during website visit. Regression model with multinomial logit selection was selected as methodology and estimated using web log file data. The results shows that search variety is significantly related to conversion behavior, but differential effect does exist toward two types of conversion behavior. In other words, search variety is positively related to conversion but negatively related to conversion quantity. This research has implication for online consumer behavior and real time customer management.