An e-customer behavior model with online analytical mining for internet marketing planning

S. Y., Irene KWAN, Joseph FONG, H. K. WONG

Research output: Journal PublicationsJournal Article (refereed)peer-review

58 Citations (Scopus)


In the digital market, attracting sufficient online traffic in a business to customer Web site is vital to an online business's success. The changing patterns of Internet surfer access to e-commerce sites pose challenges for the Internet marketing teams of online companies. For e-business to grow, a system must be devised to provide customers' preferred traversal patterns from product awareness and exploration to purchase commitment. Such knowledge can be discovered by synthesizing a large volume of Web access data through information compression to produce a view of the frequent access patterns of e-customers. This paper develops constructs for measuring the online movement of e-customers, and uses a mental cognitive model to identify the four important dimensions of e-customer behavior, abstract their behavioral changes by developing a three-phase e-customer behavioral graph, and tests the instrument via a prototype that uses an online analytical mining (OLAM) methodology. The knowledge discovered is expected to foster the development of a marketing plan for B2C Web sites. A prototype with an empirical Web server log file is used to verify the feasibility of the methodology.
Original languageEnglish
Pages (from-to)189-204
Number of pages16
JournalDecision Support Systems
Issue number1
Publication statusPublished - 1 Nov 2005


  • Customer behavior
  • Internet marketing
  • Knowledge discovery
  • OLAM
  • Traversal pattern


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