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Modeling Consumer Learning and Repeat Visit Behavior on the Internet

Authors:

Sukekyu Lee
Xavier Drèze
Fred Zufryden

Publisher:

Abstract:

This study investigates consumer repeat visit behavior on the Internet. A key to e-commerce success lies in a company's ability to create and maintain customer loyalty. In this context, we explore the following questions: How quickly do consumers learn the value of the site? How does this learning affect subsequent repeat visit behavior and the site loyalty formation process?

To answer these questions, we consider a learning process on the Web and conduct a study of Visit Timing that is based on a Lognormal Hazard Model. We discuss the model's theoretical contributions as well as its managerial implications.