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

• 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
• Institution: Singapore Management University

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...