Jiyao Xun

Diploma of Business & Commerce (UTS); BA Economics (Shanghai); MA Marketing (Nottm); MSc Management Research (Oxon).


Room: B3 DB
Tel: +44 (0) 115 8231398
Email: lixjx8@nottingham.ac.uk

Current Status: Submitted
Year of Registration: 2008
Expected Completion Date: /09/2011

Primary Funding Source:
Business School Scholarship

Research Topic:
Consumer online purchase behaviour prediction a clickstream perspective

Research Details:
Modelling consumer choice over internet using clickstream data has been one of the key areas of research in marketing today. Clickstream is actually the data that recorded by company server that contains information about online potential or actual customers' Internet usages and transactions. For example, data like pages that online viewers visited, time spent on each page and navigation across the website.
By tracking consumers' navigation behaviour and their online purchase pattern, e-marketers are able to dynamically change the offerings and design of the website to improve web stickiness and consumer retention
But the difficulty lies in that none of the existing researches and experiments has explored how marketers can influence consumer choice behaviours using the correct online marketing mix strategy, how websites can be effectively individualised and customised as per user characteristics, and how to predict their online purchase behaviour. Lacking in theoretical guidance leads to poor business practices. Thus, in this research, I propose to achieve the following objectives
1. To predict navigation path of web users- this understanding can have a tremendous implication on website design particularly on the personalization aspect.
2. To predict purchase from navigation behaviour of users- this will help to decide on the optimal balance of marketing mix variables like better promotion or price deals.
CurrentTeaching: A talk on "Tesco's practices of advertising and publication" for Session 9 Communicating Value-Integrated Marketing Communications (IMC), Marketing Management (N14084) Semester 1, 08-09 Sally McKechnie.

Research Supervisor/s: Sally McKechnie and Prithwiraj Nath

Division: Marketing