基于点击流模型的网络广告点击行为激励研究

Network Advertisement Incentive Based on Click Stream Model

通过构建点击期和转化期两阶段动态特征客户点击行为激励的点击流模型发现:客户点击努力水平与网络广告特征和客户搜索努力正相关;产品因素在点击期对客户影响较大,但在转化期对客户影响小;单纯促销工具使用对客户点击行为影响小,增强促销工具互动性能促进客户点击行为。

Enterprises integrates a variety of network marketing tools through the network adver- tisement page for sales promotion. Research on network advertising page and promotional tool selec- tion for the enterprise network marketing has guiding significance. The research designs click stream model of dynamic characteristics improvement for customer clicks incentive for two periods, which are click period and transformation phase. Research results show that the customer clicks effort level and network advertisement characteristic and customer search efforts are positively related; product factors impact customers more in theperiod of click of customer and less in the conversion period; the effect of simple promotional tool used on the customer clicks effects is small, and strengthening of promotion tool interaction promotes customers click behavior.