Device Switching in Online Purchasing: Examining the Strategic Contingencies
By Evert de Haan, P. K. Kannan, Peter C. Verhoef, Thorsten Wiesel. Journal of Marketing, 2018
163 citations recorded by the source corpus.
The increased penetration of mobile devices has a significant impact on customers’ online shopping behavior, with customers frequently switching between mobile and fixed devices on the path to purchase. By accounting for the attributes of the devices and the perceived risks related to each product category, the authors develop hypotheses regarding the relationship between device switching and conversion rates. They test the hypotheses by analyzing clickstream data from a large online retailer and apply propensity score matching to account for self-selection in device switching. They find that when customers switch from a more mobile device, such as a smartphone, to a less mobile device, such as a desktop, their conversion rate is significantly higher. This effect is larger when product category–related perceived risk is higher, when the product price is higher, and when the customer's experience with the product category and the online retailer is lower. The findings illustrate the importance of focusing on conversions across the combination of devices used by customers on their path to purchase. Focusing on the conversions on a single device in isolation, as is usually done in practice, significantly overestimates conversions attributed to fixed devices at the expense of those attributed to mobile devices.
Subfields: Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/cc6a00812a658d36fdd59eb78df85a1220efc2a9
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Citations in the corpus
- Machine learning and AI in marketing – Connecting computing power to human insights (2020, unknown): “…to customer engagement and relationship management (Ma et al., 2015; Schweidel & Moe, 2014), to cross-channel coordination and attribution (de Haan, Kannan, & Verhoef, 2018; Li & Kannan, 2014), to search and recommendations, and to even traditionally qualitative areas such as product and…”
- An Emerging Theory of Avatar Marketing (2021, background): “Another pertinent risk in today’s world is that of privacy violations (De Haan et al. 2018).”
- Path to Purpose? How Online Customer Journeys Differ for Hedonic Versus Utilitarian Purchases (2020, background): “With the surge in mobile usage, cross-device channel usage could constitute an increasingly important future direction of research (e.g., De Haan et al. 2018).”