How to classify consumer's browsing behaviors in EC site?

Technical Notes on Moe (2003)

Abstract

Marketing research on the EC site has received great attention and has spread widely. For example, a number of studies have been conducted on elucidation and modeling of consumer behavior at the EC site, advertisement effect such as banner advertisement, effect of contents generated by users such as eWOM, and effect of social network. In this paper, we explain and comment on Moe (2003), which is an early research on marketing research for EC sites and classifying consumers’ page browsing behaviors at EC sites. Then, we discuss the problems of Moe (2003) and future direction of research.