Predicting online consumer information needs using heuristics

This paper proposes a new approach to online behaviour modelling based on heuristic patterns of behaviour. Such patterns of behaviour reflect the consumer’s needs and limited information processing capabilities enabling more effective serving of information relevant to the consumer’s needs in real time. Using website interactivity or data exchange with consumers through a purchase process offers previously untapped opportunities for value cocreation. The paper concludes with an outline of the requisite research to implement a realtime, needs-based information serving system and the theoretical advances that are likely to be gained from such research.