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The effect of device type on buying behavior in Ecommerce : an exploratory study

Fabian, Nicolai Etienne (2017) The effect of device type on buying behavior in Ecommerce : an exploratory study.

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Abstract:With the possibilities smart mobile devices such as smartphones, tablets and desktop bear in a digital world, emerging questions concerning their influence on behavior and their relation in the customer journey came up. What is the effect, those devices have on purchase behavior in ecommerce and on the customer journey? To answer this question, an explorative field experiment on the website of a Dutch ecommerce company was conducted. In the study, web analytics was used to collect numerical, demographical as well as behavioral data such as heat/click/scroll maps. In the second step, a customer survey was used to validate the findings as well as discover underlying reasons for certain behavioral patterns. The new combination of methods opens a new way in observing and understanding website behavior of customers in real life. We found evidence that smartphone users are limited by their device type in the amount of information they can receive during a session compared to other device types. Next to that we saw no similarities between tablets and smartphones in terms of tapping behavior. Furthermore, we discovered that customers tend to use different devices for different activities at different times of the day in their journey. With our methodology we found a new and innovative way for getting insights in customer behavior on webpages.Furthermore, we discovered that customers tend to use different devices for different activities at different times of the day in their journey. With our methodology we found a new and innovative way for getting insights in customer behavior on webpages.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/72718
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