光华讲坛—Bin Zhu, Associate Professor of Oregon State University： The Different Behaviors between Product Searchers and Website Searchers
主题：The Different Behaviors between Product Searchers and Website Searchers
主讲人：Bin Zhu, Oregon State University
Dr. Bin Zhu is an Associate Professor of Business Information Systems in the College of Business of Oregon State University. She earned her Ph.D.in Management Information Systems from University of Arizona. Her current research interests include business intelligence, information analysis, social network, human-computer interaction, information visualization, computer-mediated communication, and knowledge management systems.
E-commerce websites such as amazon.com, Walmart.com, etc. serve as online retail stores where customers go for online shopping. People usually use two types of key terms to access an e-commerce website through search engine. They can either use product-related terms, such as the product category or the product brand, or use the name of the website itself. It is apparent that users using these two types of key words may have different expectations when arrive the e-commerce website and may revisit the website through different paths. While various studies have dedicated themselves to improve the effectiveness and efficiency of search engine marketing, we have not yet found studies that provide a thorough understanding of the difference between product searchers and website searchers when they visit an e-commerce website, while such understanding plays a crucial role in the design of the e-commerce website itself and the design of its marketing strategy. To bridge the gap, the paper investigates the behavioral difference between e-commerce website visitors using different types of key terms. We developed the hypotheses based on theories in purchase funnel ,carryover and spillover effect, and active and passive search. The hypotheses were tested using the data collected from a major e-commerce website from China. We believe that our results make significant academic contribution and have important practical implications.