Cross-Industrial User Channel Preferences on the Path to Online Purchase: Homogeneous, Heterogeneous, or Mixed?
Journal
Journal of Advertising
ISSN
0091-3367
ISSN-Digital
1557-7805
Type
journal article
Date Issued
2017-03-27
Author(s)
Abstract (De)
Though research literature addresses a broad range of advertising impact models, studies on the channel preferences of online purchasers have received little attention, regarding both multichannel settings and channel interplay in click sequences. To provide advertisers a method for better evaluating customer channel preference, this study investigates the path to purchase by building on four multichannel clickstream data sets from three industries, recorded with cookie-tracking technologies. Applying a Cox model and clustering techniques supports delineation of empirical generalizations and industry-specific findings on channel exposure, including their antecedents and distinct channel click sequences. Across data sets, online users show idiosyncratic channel preferences for a limited set of one or two channels rather than multiple online vehicles. Both channel homogeneous click sequences and combinations of two channels(including branded contacts) are effective as purchase predictors. Our study also presents industry-specific results regarding the influence of click sequences on purchase intent, thereby providing insights for advertising research, particularly as are suited to optimization of online advertising activities.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Volume
46
Number
2
Start page
248
End page
268
Pages
21
Official URL
Subject(s)
Division(s)
Eprints ID
256607
File(s)![Thumbnail Image]()
open.access
Name
Becker, Linzmajer, v. Wangenheim 2017.pdf
Size
422.27 KB
Format
Adobe PDF
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