Abstract：Enterprises integrates a variety of network marketing tools through the network advertisement page for sales promotion. Research on network advertising page and promotional tool selection for the enterprise network marketing has guiding significance. The research designs click stream model of dynamic characteristics improvement for customer clicks incentive for two periods, which are click period and transformation phase. Research results show that the customer clicks effort level and network advertisement characteristic and customer search efforts are positively related; product factors impact customers more in the period of click of customer and less in the conversion period; the effect of simple promotional tool used on the customer clicks effects is small, and strengthening of promotion tool interaction promotes customers click behavior.
2014, Vol. 11 
