Processing Online Market Information Based on Users' Online Information Behavior

摘要

Market information management has always been an essential component of good marketing management practice, but only possession of market information is not sufficient. Recently, processing market information has been of increasing interest to organization researchers, they suggested that improving the market information processing capabilities is important for marketing managers to understand and track changes in users’ needs, wants, preferences and consumption patterns. However, although the literature pertaining to the study of organizational information processing is growing, there lacks a specific analysis as to using online users’ information behavior to process market information, research is still needed to guide firms on how to integrate and manage market information based on consumer behavior. In an attempt to fill in the gap, this study reviews the relevant literatures and proposes that using users’ three-dimensional information behavior to capture the user’s interest in information and filter incoming information will be a very efficient way to process market information. We will use the Mobile Internet click stream data from some WAP website to characterize the users’ online information behavior. In addition, we will examine the relationships between the three dimensions of consumer online information behavior and the performance of the website. This study attempts to contribute to a better understanding of market information processing, our understanding of how organizations process market information can be advanced substantially on the basis of principles information processing.