English
Ciência-IUL
Publicações
Descrição Detalhada da Publicação
Latent class modeling of website users' search patterns. Implications for online market segmentation
Título Revista
Journal of Retailing and Consumer Services
Ano (publicação definitiva)
2007
Língua
Inglês
País
Países Baixos (Holanda)
Mais Informação
Web of Science®
Scopus
Google Scholar
Abstract/Resumo
Appropriate modeling of web use patterns may yield very relevant marketing and retailing information. We propose using a model-based clustering approach for market segmentation based on website users’ search patterns. We not only provide a detailed discussion of technical issues such as the problem of the selection of the number of segments, but also a very interesting empirical illustration of the potentials of the proposed approach.
Agradecimentos/Acknowledgements
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Palavras-chave
Web usage mining,Market segmentation,Latent class model
Classificação Fields of Science and Technology
- Economia e Gestão - Ciências Sociais
