Difference in Purchasing Behavior Between Web Advertisement Induction and Spontaneous Web Search

Abstract

As the growth of IT, Web advertisement continues to grow. The cost of Web advertising media in Japan reached 1.2206 trillion yen in 2017. This was 23.6% of total advertising expenditure. On the other hand, the higher involvement products, the less likely to purchase impulsively due to touching the advertisement. Those who search information spontaneously can be expected purchasing behavior. However, there are few examples that quantitatively validated it. Therefore, focusing on the Japanese automobile industry, we validated the difference of purchasing behavior (estimation of price on the web) between customers induced by web advertisements and customers who voluntarily search information.