Received literatures in online consumer information search: limitations and next steps

Authors

Rodney J. Clarke, University of WollongongFollow
Elias Kyriazis, University of WollongongFollow
Robert G. Grant, University of WollongongFollow

RIS ID

24026

Publication Details

Grant, R. G., Clarke, R. J. & Kyriazis, E. (2008). Received literatures in online consumer information search: limitations and next steps. In B. G. Donaldson & A. Turnbull (Eds.), Proceedings of the Academy of Marketing Conference (pp. 1-8). Aberdeen, Scotland: Academy of Marketing.

Abstract

This paper reviews literature dealing with clickstream analysis and other approaches to online information search modelling as well as online consumer information utility. Limitations in each of these modelling techniques are identified as well as aspects that are indispensable for understanding consumer behaviour online. Key challenges that may arise include the reaction of a consumer to information on a website page and changes in their situation resulting from stimuli beyond the site. An alternative approach for online consumer information serving is proposed using patterns of real time activity data combined with personal factors and online information utility to better understand consumer needs.

Link to publisher version (URL)

Academy of Marketing Conference