Does the type of access device influence the online buying behavior? An explorative study

Research output: Contribution to conferencePaperAcademicpeer-review

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Abstract

The purpose of this study is to assess whether the device type (smartphone, tablet or desktop) used to access an online shop, has any effect on the customer’s buying behavior and interaction with the site. A field experiment was conducted on the web site of an online retailer, collecting data with web analytics tools over a period of six weeks. To validate the findings and reveal underlying reasons for certain behavioral patterns, a customer survey was used. Our main findings are that online customers use different types of devices to perform different activities at different stages of the customer journey. The device type is essential for the information amount customers receive during a shopping session. Besides, smartphone and tablet usage behavior are not similar although both are touch-screen devices. The study provides new insights into the online customer behavior, presents a new way of observational research and allows practitioners to better optimize their websites.
Original languageEnglish
Number of pages8
Publication statusPublished - 1 Jun 2018
Event47th EMAC Annual Conference - University of Strathclyde, Glasgow, United Kingdom
Duration: 29 May 20181 Jun 2018
Conference number: 47
http://www.emac-2018.org/r/default.asp?iId=IDHGLH

Conference

Conference47th EMAC Annual Conference
Abbreviated titleEMAC 2018
CountryUnited Kingdom
CityGlasgow
Period29/05/181/06/18
Internet address

Fingerprint

Buying behaviour
Web sites
Customer behavior
Web analytics
Customer surveys
Field experiment
Shopping
Interaction
Customer information
Retailers

Keywords

  • Digital Marketing
  • E-commerce
  • Online Behavior
  • Digital Content

Cite this

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title = "Does the type of access device influence the online buying behavior?: An explorative study",
abstract = "The purpose of this study is to assess whether the device type (smartphone, tablet or desktop) used to access an online shop, has any effect on the customer’s buying behavior and interaction with the site. A field experiment was conducted on the web site of an online retailer, collecting data with web analytics tools over a period of six weeks. To validate the findings and reveal underlying reasons for certain behavioral patterns, a customer survey was used. Our main findings are that online customers use different types of devices to perform different activities at different stages of the customer journey. The device type is essential for the information amount customers receive during a shopping session. Besides, smartphone and tablet usage behavior are not similar although both are touch-screen devices. The study provides new insights into the online customer behavior, presents a new way of observational research and allows practitioners to better optimize their websites.",
keywords = "Digital Marketing, E-commerce, Online Behavior , Digital Content",
author = "Efthymios Constantinides and {de Weerd-Nederhof}, {Petronella C.} and {de Vries}, {Sjoerd A.} and Nicolai Fabian",
year = "2018",
month = "6",
day = "1",
language = "English",
note = "47th EMAC Annual Conference, EMAC 2018 ; Conference date: 29-05-2018 Through 01-06-2018",
url = "http://www.emac-2018.org/r/default.asp?iId=IDHGLH",

}

Constantinides, E, de Weerd-Nederhof, PC, de Vries, SA & Fabian, N 2018, 'Does the type of access device influence the online buying behavior? An explorative study' Paper presented at 47th EMAC Annual Conference, Glasgow, United Kingdom, 29/05/18 - 1/06/18, .

Does the type of access device influence the online buying behavior? An explorative study. / Constantinides, Efthymios ; de Weerd-Nederhof, Petronella C.; de Vries, Sjoerd A.; Fabian, Nicolai.

2018. Paper presented at 47th EMAC Annual Conference, Glasgow, United Kingdom.

Research output: Contribution to conferencePaperAcademicpeer-review

TY - CONF

T1 - Does the type of access device influence the online buying behavior?

T2 - An explorative study

AU - Constantinides, Efthymios

AU - de Weerd-Nederhof, Petronella C.

AU - de Vries, Sjoerd A.

AU - Fabian, Nicolai

PY - 2018/6/1

Y1 - 2018/6/1

N2 - The purpose of this study is to assess whether the device type (smartphone, tablet or desktop) used to access an online shop, has any effect on the customer’s buying behavior and interaction with the site. A field experiment was conducted on the web site of an online retailer, collecting data with web analytics tools over a period of six weeks. To validate the findings and reveal underlying reasons for certain behavioral patterns, a customer survey was used. Our main findings are that online customers use different types of devices to perform different activities at different stages of the customer journey. The device type is essential for the information amount customers receive during a shopping session. Besides, smartphone and tablet usage behavior are not similar although both are touch-screen devices. The study provides new insights into the online customer behavior, presents a new way of observational research and allows practitioners to better optimize their websites.

AB - The purpose of this study is to assess whether the device type (smartphone, tablet or desktop) used to access an online shop, has any effect on the customer’s buying behavior and interaction with the site. A field experiment was conducted on the web site of an online retailer, collecting data with web analytics tools over a period of six weeks. To validate the findings and reveal underlying reasons for certain behavioral patterns, a customer survey was used. Our main findings are that online customers use different types of devices to perform different activities at different stages of the customer journey. The device type is essential for the information amount customers receive during a shopping session. Besides, smartphone and tablet usage behavior are not similar although both are touch-screen devices. The study provides new insights into the online customer behavior, presents a new way of observational research and allows practitioners to better optimize their websites.

KW - Digital Marketing

KW - E-commerce

KW - Online Behavior

KW - Digital Content

M3 - Paper

ER -