Latent class modeling of website users’ search patterns: Implications for online market segmentation
نویسندگان
چکیده
Appropriate modeling of web use patterns may yield very relevant marketing and retailing information. We propose using a modelbased 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. r 2007 Elsevier Ltd. All rights reserved.
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