在資訊流通快速的時代，企業要做的不是要提供費者愈多的選擇愈好，而是要提供消費者合適的選擇，對實體的商家來說是這樣，對經營電子商務的企業來說更是如此，因為同樣一種商品，在實體店家或許可以陳列五、六個品牌，但在購物網站上可能可以有五、六十種選擇。
關於選擇，Wendy W. Moe在2006年發表的論文指出消費者的購買行為可以套入一個「兩階段選擇模型」(two-stage choice model)，在第一階段消費者會利用品牌或價格等要素來縮小考慮的範圍，再從第二階段的選項中挑出要購買的商品，這個縮減後所留下的選項集合被Shocker等學者稱為「考慮集合」(Consideration Set)。
考慮集合的發現最早是在實體店面做的研究，但這個概念後來也同樣被用來分析消費者的網路購物行為。麻省理工學院行銷學教授約翰•豪瑟(JohnHauser)指出，在選擇太多、時間太少的狀況下，考慮集合的產生是消費者做出決策時的合理反應。
本研究期望藉由研究歐洲電子商務零售商六個月時間下，以其上千萬筆的點擊及購買資料來分析消費者的網路購買行為，以數據分析的方式研究出消費者在網路購物環境下的重覆點擊、點擊停留時間、點擊序列模式…等行為，並提出與之相因應的行銷策略，以提升消費者的購買機率，讓企業能在大數據時代下進行更有效率的精準行銷。

In E generation, what companies need to do is more than just provide many choices for consumers. Instead, they must provide consumers products that they actually need. It is not only important for the brick and mortar business, but also for E-commerce companies. It is because for one kind of products, brick and mortar stores may be able to display five or six brands, but the online shops may have fifty or sixty choices.
In terms of choices, a paper published by Wendy W. Moe in 2006 pointed out that consumers' purchasing process can be illustrate by a "two-stage choice model". In stage one, consumers use elements such as brands or prices to narrow down the range of consideration, and then select the products which will be purchased from the options in second stage. The set of choices left in the stage two is referred to "Consideration Set" by Shocker et al.
Consideration set was first studied in the brick and mortar stores, but this concept was also used to analyze consumer online shopping behaviors in later researches. John Hauser, a marketing professor at MIT, points out that if consumers have to make a choice form many selections in a limited time, the formation of the consideration set is a reasonable response for consumers in their decision process.
This research is expected to study the consumers ' online shopping behaviors by analyzing an European e-commerce retailers' click and purchase data. This research tries to find out consumer behaviors by analyzing the relationship between the pattern of click stream and buying behavior in online shopping environment. According to the results of analysis, this research make the corresponding marketing strategy for increasing the consumer purchase probability to help enterprises make more efficient strategies in the era of Big data.

論文審定書……………………………………………………………………………………… i
中文摘要………………………………………………………….…..………………………….. ii
英文摘要………………………………………..…………………….…………………………. iii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 文獻探討 3
第一節 消費者決策過程中的考慮集合(CONSIDERATION SET) 3
第二節 兩階段選擇模型(TWO-STAGE CHOICE MODEL ) 5
第三節 消費者於網路購物環境之搜尋行為 6
第四節 產品類型 10
第三章 研究方法 12
第一節 研究流程 12
第二節 研究方法 13
第四章 數據分析 18
第一節 數據介紹 18
第二節 數據敘述統計 19
第三節 數據分析與策略建議 34
第五章 結論與建議 59
第一節 研究結論與建議 59
第二節 研究貢獻 61
第三節 研究限制 61
參考文獻 63

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