What is it about?
We investigate the impact of website features and product characteristics on browsing and purchasing outcomes of online shopping.
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Why is it important?
Our results help understand how website's characteristics interact with what is being shopped in influencing page views, shopping duration and the value of transaction.
Perspectives
The project offered me an opportunity to work with large data sets and explore the limitations of online data.
Girish Mallapragada
Indiana University Bloomington
Read the Original
This page is a summary of: Exploring the Effects of “What” (Product) and “Where” (Website) Characteristics on Online Shopping Behavior, Journal of Marketing, March 2016, American Marketing Association (AMA),
DOI: 10.1509/jm.15.0138.
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