Start Date

7-1-2011 3:15 PM

End Date

7-1-2011 4:00 PM

Track

2. Track 2 - Poster Session

Subject Area

Information Technology

Faculty Member

Dae-Young Kim

Abstract

As a case study, the aims of this study were to explore the determinants of the amount of consumer spending in hospitality e-Commerce. Data was derived from the log file of the e-Commerce website that has been open since 2008 (http://www.cakestory.kr). Logistic regression analysis was primarily employed to examine the purpose of this study. As a result, it was observed that the flow of total sales might be inconsistent with the flow of sale ratio during the period from 2009 to 2010. Furthermore, the probability of the high spending varies depending on demographic characteristics (i.e., age and gender), individual characteristics (i.e., membership and payment types for the products), and behavior types (i.e., product types and searching time) for the product of event cakes in the hospitality e-marketplace. The results of this study can be utilized to understand the online consumer spending patterns in the hospitality e-Commerce. Further significant results, discussions, implications will be addressed in the full paper.

Keywords

Hospitality, e-Commerce, marketing, consumer spending, demographic characteristics, individual characteristics, behavior types



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Jan 7th, 3:15 PM Jan 7th, 4:00 PM

Factors Influencing the Amount of Spending in Hospitality E-Commerce : A case study of Bakery Website

As a case study, the aims of this study were to explore the determinants of the amount of consumer spending in hospitality e-Commerce. Data was derived from the log file of the e-Commerce website that has been open since 2008 (http://www.cakestory.kr). Logistic regression analysis was primarily employed to examine the purpose of this study. As a result, it was observed that the flow of total sales might be inconsistent with the flow of sale ratio during the period from 2009 to 2010. Furthermore, the probability of the high spending varies depending on demographic characteristics (i.e., age and gender), individual characteristics (i.e., membership and payment types for the products), and behavior types (i.e., product types and searching time) for the product of event cakes in the hospitality e-marketplace. The results of this study can be utilized to understand the online consumer spending patterns in the hospitality e-Commerce. Further significant results, discussions, implications will be addressed in the full paper.