This study aims to analyze the impact of newly created brand awareness on customer’s buying behavior in online environment.,The authors analyzed more than 280,000 online customer journeys from four e-commerce stores based in Slovakia. Within the results of the interaction analysis of individual customer journeys, the authors determined three criteria based on the level of theoretical brand awareness. The purpose was to determine their occurrence in real-world data.,It was found that each of the specified criteria accounts for the significant share of the company’s revenues. Based on these criteria and the level of their occurrence, the authors introduced the term direct traffic effect.,Because of the available Web analytics tools, the data might be imprecise because of data collection issues. There is also ambiguity in the interpretation of the customer journey.,The company can build awareness among prospective customers by offering them a positive customer experience during the first interactions online. Data proved that customer will not only repeatedly visit the website from the direct traffic source but also his customer journey will end with the purchase of the company’s products.,This paper fulfills the need for further research on the impact of multi-channel marketing on brand awareness and consumer behavior, respectively.

中文翻译：

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直接流量效应对在线销售的影响

这项研究旨在分析新创建的品牌意识对在线环境中客户购买行为的影响。作者分析了斯洛伐克四家电子商务商店的280,000多次在线客户旅程。在对单个客户旅程进行交互分析的结果中，作者根据理论品牌知名度确定了三个标准。目的是确定它们在实际数据中的出现。发现，每个指定的标准都占了公司收入的很大份额。基于这些标准及其发生的程度，作者引入了“直接流量效应”一词。由于可用的Web分析工具，由于数据收集问题，数据可能不准确。在解释客户旅程方面也存在歧义。公司可以通过在首次在线互动期间为潜在客户提供积极的客户体验来建立潜在客户的意识。数据证明，客户不仅会直接从访问量来源反复访问网站，而且客户的旅程将随着公司产品的购买而结束。本文满足了对多渠道营销对品牌影响的进一步研究的需要。意识和消费者行为。