2015 | OriginalPaper | Buchkapitel
An Exploratory Investigation of Two Types of Browsers
verfasst von : Carolyn Sara (Casey) Findley, Stephanie T. Gillison, Kristy E. Reynolds, Michael A. Jones
Erschienen in: Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference
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This research extends knowledge of browsers by segmenting browsers into two groups: browsers who make a purchase and browsers who do not make a purchase. Differences were investigated between both groups of browsers and shoppers who intended to make a purchase and did. Several of the results supported the hypotheses.