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Are you still online or are you already mobile? – Predicting the path to successful conversions across different devices

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  • Kaatz, Christopher
  • Brock, Christian
  • Figura, Lilli

Abstract

As digitalization increases, retail firms must invest in online and mobile commerce to attract customers to their website or mobile store. Since the type of device used to access marketing channels influences conversions, this research examines the different impacts of different devices such as desktop computers, tablets, and smartphones on the success of various marketing channels. We find customer experience (CX) to be important in improving attribution outcomes (e.g., conversion rates) by combining clickstream and survey data to understand consumers’ decision processes. Therefore, this paper also conceptualizes and measures perceptions of CX of clickstream-data participants. We identify the central implications of using each device.

Suggested Citation

  • Kaatz, Christopher & Brock, Christian & Figura, Lilli, 2019. "Are you still online or are you already mobile? – Predicting the path to successful conversions across different devices," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 10-21.
    • Handle: RePEc:eee:joreco:v:50:y:2019:i:c:p:10-21
    DOI: 10.1016/j.jretconser.2019.04.005
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    Cited by:

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    3. Valentín Gallart-Camahort & Luis Callarisa Fiol & Javier Sánchez García, 2023. "Influence of the Internet on Retailer’s Perceived Quality in the Generation of Retailer’s Brand Equity," Vision, , vol. 27(1), pages 33-47, February.
    4. Ismail, Ahmad Fareed & Ghazali, Hazrina & Chen Hui, Tan & Nur Farrah Ain Mahmud, 2025. "Perceived Benefits and Cost-Benefit Perspectives on Service Digitalization: A Preliminary Study among Fine Dining Restaurants in Bukit Jalil and Bukit Bintang, Kuala Lumpur," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(4), pages 1986-2016, April.
    5. Kaatz, Christopher, 2020. "Retail in my pocket– replicating and extending the construct of service quality into the mobile commerce context," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    6. Fan, Xiaojun & Chai, Zeli & Deng, Nianqi & Dong, Xuebing, 2020. "Adoption of augmented reality in online retailing and consumers’ product attitude: A cognitive perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    7. Mondal, Jalaluddin & Chakrabarti, Somnath, 2021. "Insights and anatomy of brand experience in app-based retailing (eRBX): Critical play of physical evidence and enjoyment," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).

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