Mapping consumer's cross-device usage for online search: Mobile- vs. PC-based search in the purchase decision process

Mapping consumer's cross-device usage for online search: Mobile- vs. PC-based search in the purchase decision process

The ubiquity of both mobile devices and PC’s has enabled the modern-day consumer to engage in cross-platform online searches as a new norm. The accumulated knowledge on cross-device search behavior to date, however, emanates largely from industry reports and at an aggregate level. To better understa...

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Bibliographic Details
Main Authors: HAN, Sangman, HAN, Jin K., IM, Il, JUNG, Sung In, LEE, Jung Won
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2022
Subjects:
Mobile search
Online conversion
Online search
Multichannel retailing
Topic modeling
Entropy
E-Commerce
Marketing
Sales and Merchandising
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/6951
https://ink.library.smu.edu.sg/context/lkcsb_research/article/7950/viewcontent/MappingConsumerCross_device_av.pdf
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Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/lkcsb_research/6951
https://ink.library.smu.edu.sg/context/lkcsb_research/article/7950/viewcontent/MappingConsumerCross_device_av.pdf

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