IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v50y2019icp10-21.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698918309184
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2019.04.005?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    2. Anonymous, 2014. "Introduction to the Issue," Journal of Wine Economics, Cambridge University Press, vol. 9(1), pages 1-2, May.
    3. Kannan, P.K. & Li, Hongshuang “Alice”, 2017. "Digital marketing: A framework, review and research agenda," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 22-45.
    4. Giovanis, Apostolos N. & Athanasopoulou, Pinelopi, 2018. "Consumer-brand relationships and brand loyalty in technology-mediated services," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 287-294.
    5. Kireyev, Pavel & Pauwels, Koen & Gupta, Sunil, 2016. "Do display ads influence search? Attribution and dynamics in online advertising," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 475-490.
    6. Bing Jing, 2018. "Showrooming and Webrooming: Information Externalities Between Online and Offline Sellers," Marketing Science, INFORMS, vol. 37(3), pages 469-483, May.
    7. Anonymous, 2015. "Notes from the Editors," American Political Science Review, Cambridge University Press, vol. 109(2), pages 1-1, May.
    8. Wang, Rebecca Jen-Hui & Malthouse, Edward C. & Krishnamurthi, Lakshman, 2015. "On the Go: How Mobile Shopping Affects Customer Purchase Behavior," Journal of Retailing, Elsevier, vol. 91(2), pages 217-234.
    9. Blut, Markus & Chowdhry, Nivriti & Mittal, Vikas & Brock, Christian, 2015. "E-Service Quality: A Meta-Analytic Review," Journal of Retailing, Elsevier, vol. 91(4), pages 679-700.
    10. Andrew T. Crecelius & Justin M. Lawrence & Ju-Yeon Lee & Son K. Lam & Lisa K. Scheer, 2019. "Effects of channel members’ customer-centric structures on supplier performance," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 56-75, January.
    11. Harris, Patricia & Dall’Olmo Riley, Francesca & Hand, Chris, 2018. "Understanding multichannel shopper journey configuration: An application of goal theory," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 108-117.
    12. Jia Liu & Olivier Toubia, 2018. "A Semantic Approach for Estimating Consumer Content Preferences from Online Search Queries," Marketing Science, INFORMS, vol. 37(6), pages 930-952, November.
    13. Anonymous, 2015. "Notes from the Editors," American Political Science Review, Cambridge University Press, vol. 109(4), pages 1-1, November.
    14. Anderl, Eva & Becker, Ingo & von Wangenheim, Florian & Schumann, Jan Hendrik, 2016. "Mapping the customer journey: Lessons learned from graph-based online attribution modeling," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 457-474.
    15. Sarstedt, Marko & Hair, Joseph F. & Ringle, Christian M. & Thiele, Kai O. & Gudergan, Siegfried P., 2016. "Estimation issues with PLS and CBSEM: Where the bias lies!," Journal of Business Research, Elsevier, vol. 69(10), pages 3998-4010.
    16. Blom, Angelica & Lange, Fredrik & Hess, Ronald L., 2017. "Omnichannel-based promotions’ effects on purchase behavior and brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 286-295.
    17. Anonymous, 2015. "Notes from the Editors," American Political Science Review, Cambridge University Press, vol. 109(3), pages 1-1, August.
    18. Kaiquan Xu & Jason Chan & Anindya Ghose & Sang Pil Han, 2017. "Battle of the Channels: The Impact of Tablets on Digital Commerce," Management Science, INFORMS, vol. 63(5), pages 1469-1492, May.
    19. de Haan, Evert & Wiesel, Thorsten & Pauwels, Koen, 2016. "The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 491-507.
    20. Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
    21. Anonymous, 2014. "Introduction to the Issue," Journal of Wine Economics, Cambridge University Press, vol. 9(2), pages 109-110, August.
    22. Beck, Norbert & Rygl, David, 2015. "Categorization of multiple channel retailing in Multi-, Cross-, and Omni†Channel Retailing for retailers and retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 170-178.
    23. Anonymous, 2015. "Notes from the Editors," American Political Science Review, Cambridge University Press, vol. 109(1), pages 1-1, February.
    24. Xinshu Zhao & John G. Lynch & Qimei Chen, 2010. "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 197-206, August.
    25. Miranda, Sandra & Tavares, Patrícia & Queiró, Rita, 2018. "Perceived service quality and customer satisfaction: A fuzzy set QCA approach in the railway sector," Journal of Business Research, Elsevier, vol. 89(C), pages 371-377.
    26. Clay M. Voorhees & Michael K. Brady & Roger Calantone & Edward Ramirez, 2016. "Discriminant validity testing in marketing: an analysis, causes for concern, and proposed remedies," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 119-134, January.
    27. Lee, Ju-Yeon & Fang, Eric & Kim, Jisu J. & Li, Xiaoling & Palmatier, Robert W., 2018. "The Effect of Online Shopping Platform Strategies on Search, Display, and Membership Revenues," Journal of Retailing, Elsevier, vol. 94(3), pages 247-264.
    28. Reinartz, Werner & Haenlein, Michael & Henseler, Jörg, 2009. "An empirical comparison of the efficacy of covariance-based and variance-based SEM," International Journal of Research in Marketing, Elsevier, vol. 26(4), pages 332-344.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Monika Kukar-Kinney & Angeline Close Scheinbaum & Larry Olanrewaju Orimoloye & Jeffrey R. Carlson & Heping He, 2022. "A model of online shopping cart abandonment: evidence from e-tail clickstream data," Journal of the Academy of Marketing Science, Springer, vol. 50(5), pages 961-980, September.
    2. Hoskins, Jake D., 2020. "The evolving role of hit and niche products in brick-and-mortar retail category assortment planning: A large-scale empirical investigation of U.S. consumer packaged goods," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    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. 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).
    5. 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).
    6. 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).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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).
    2. Kovacs, Gyöngyi & Moshtari, Mohammad, 2019. "A roadmap for higher research quality in humanitarian operations: A methodological perspective," European Journal of Operational Research, Elsevier, vol. 276(2), pages 395-408.
    3. Uzir, Md Uzir Hossain & Al Halbusi, Hussam & Lim, Rodney & Jerin, Ishraq & Abdul Hamid, Abu Bakar & Ramayah, Thurasamy & Haque, Ahasanul, 2021. "Applied Artificial Intelligence and user satisfaction: Smartwatch usage for healthcare in Bangladesh during COVID-19," Technology in Society, Elsevier, vol. 67(C).
    4. Chang, Ya Ping & Li, Jingwen, 2022. "Seamless experience in the context of omnichannel shopping： scale development and empirical validation," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    5. Mohammad Alghababsheh & David Gallear, 2021. "Socially Sustainable Supply Chain Management and Suppliers’ Social Performance: The Role of Social Capital," Journal of Business Ethics, Springer, vol. 173(4), pages 855-875, November.
    6. Waqar Ahmed & Muhammad Saeed Ashraf & Sharfuddin Ahmed Khan & Simonov Kusi-Sarpong & Francis Kow Arhin & Horsten Kusi-Sarpong & Arsalan Najmi, 2020. "Analyzing the impact of environmental collaboration among supply chain stakeholders on a firm’s sustainable performance," Operations Management Research, Springer, vol. 13(1), pages 4-21, June.
    7. Fournier, Pierre-Luc & Chênevert, Denis & Jobin, Marie-Hélène, 2021. "The antecedents of physicians’ behavioral support for lean in healthcare: The mediating role of commitment to organizational change," International Journal of Production Economics, Elsevier, vol. 232(C).
    8. Adivar, Burcu & Hüseyinoğlu, Işık Özge Yumurtacı & Christopher, Martin, 2019. "A quantitative performance management framework for assessing omnichannel retail supply chains," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 257-269.
    9. Dubey, Rameshwar & Gunasekaran, Angappa & Childe, Stephen J. & Roubaud, David & Fosso Wamba, Samuel & Giannakis, Mihalis & Foropon, Cyril, 2019. "Big data analytics and organizational culture as complements to swift trust and collaborative performance in the humanitarian supply chain," International Journal of Production Economics, Elsevier, vol. 210(C), pages 120-136.
    10. Sarstedt, Marko & Hair, Joseph F. & Ringle, Christian M. & Thiele, Kai O. & Gudergan, Siegfried P., 2016. "Estimation issues with PLS and CBSEM: Where the bias lies!," Journal of Business Research, Elsevier, vol. 69(10), pages 3998-4010.
    11. Alexander, Bethan & Blazquez Cano, Marta, 2020. "Store of the future: Towards a (re)invention and (re)imagination of physical store space in an omnichannel context," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    12. Kim, Myung Ja & Lee, Choong-Ki & Bonn, Mark, 2017. "Obtaining a better understanding about travel-related purchase intentions among senior users of mobile social network sites," International Journal of Information Management, Elsevier, vol. 37(5), pages 484-496.
    13. Cai, Ya-Jun & Lo, Chris K.Y., 2020. "Omni-channel management in the new retailing era: A systematic review and future research agenda," International Journal of Production Economics, Elsevier, vol. 229(C).
    14. Queiroz, Maciel M. & Fosso Wamba, Samuel, 2019. "Blockchain adoption challenges in supply chain: An empirical investigation of the main drivers in India and the USA," International Journal of Information Management, Elsevier, vol. 46(C), pages 70-82.
    15. Hu, Tun-I & Tracogna, Andrea, 2020. "Multichannel customer journeys and their determinants: Evidence from motor insurance," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    16. Saghiri, Soroosh & Wilding, Richard & Mena, Carlos & Bourlakis, Michael, 2017. "Toward a three-dimensional framework for omni-channel," Journal of Business Research, Elsevier, vol. 77(C), pages 53-67.
    17. Cho, Young Sik & Linderman, Kevin, 2019. "Metacognition-based process improvement practices," International Journal of Production Economics, Elsevier, vol. 211(C), pages 132-144.
    18. Palos-Sanchez, Pedro & Saura, Jose Ramon & Martin-Velicia, Felix, 2019. "A study of the effects of programmatic advertising on users' concerns about privacy overtime," Journal of Business Research, Elsevier, vol. 96(C), pages 61-72.
    19. Tai-Yin Chiu & Hui-Ju K Chiang & Ruei-Yang Huang & Jie-Hong R Jiang & François Fages, 2015. "Synthesizing Configurable Biochemical Implementation of Linear Systems from Their Transfer Function Specifications," PLOS ONE, Public Library of Science, vol. 10(9), pages 1-27, September.
    20. Arsalan Najmi & Kanagi Kanapathy & Azmin A. Aziz, 2021. "Exploring consumer participation in environment management: Findings from two‐staged structural equation modelling‐artificial neural network approach," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(1), pages 184-195, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:50:y:2019:i:c:p:10-21. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.