Clip 5 - Anderl et al., 2016 - Device Switching (cross-device journey) another article
5 important questions on Clip 5 - Anderl et al., 2016 - Device Switching (cross-device journey) another article
De Haan et al., 2018 looked into what happens when people switch device during their online path-to-purchase. What did they look into?
What did the article find with regards to cross-device journeys?
In which 3 conditions is this effect larger?
- Product category - related perceived risk is higher;
- Product price is higher;
- Customer's experience with the product category and the online retailer is lower.
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What do the findings illustrate with regards to the focus of companies?
Why do people prefer a desktop to make a purchase?
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