Mystery of Big Data: A Study of Consumer Decision-Making Behavior on E-Commerce Websites

Using big data analysis, we study the consumer life cycle based on the following four aspects: customer acquisition, participation, profit, and return visit rate. The Google Merchandise store is selected as a case study to collect data during January–December 2022. Thirteen traffic source dimension...

Full description

Saved in:
Bibliographic Details
Published in:Engineering proceedings 2023-06, Vol.38 (1), p.29
Main Authors: Chen-Sheng Pai, Shieh-Liang Chen
Format: Article
Language:English
Subjects:
consumer behavior
e-commerce site
Google Analytics 4
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Using big data analysis, we study the consumer life cycle based on the following four aspects: customer acquisition, participation, profit, and return visit rate. The Google Merchandise store is selected as a case study to collect data during January–December 2022. Thirteen traffic source dimension elements of the four layers were summarized and analyzed, and the following results were obtained. Consumers complete a conversion rate of 57 million. The late contact point affects the conversion rate, which is much higher than that in the early and middle periods. Reducing the number of touchpoints in the conversion increases the revenue. Understanding customers’ shopping habits helps improve advertising results. Thus, website managers need to introduce Google Analytics 4 analytics at different stages for site quality and business effectiveness.
ISSN:2673-4591
DOI:10.3390/engproc2023038029