The Effect of Device Type on Buying Behavior in Ecommerce

An Exploratory Study

Authors

  • Nicolai Etienne Fabian University of Twente

DOI:

https://doi.org/10.25609/sure.v3.2490

Keywords:

Online consumer behavior, buying behavior, device type, smartphone, tablet, desktop

Abstract

In this research, the effect different devices (smartphone, tablet, desktop) have on purchase behavior in ecommerce was explored. With an innovative combination of web analytics (Google Analytics/Hotjar) and a customer survey, a field experiment was conducted on the website of a Dutch retailer. It was found that smartphone devices limit the customer in ecommerce, while in the customer purchase journey several devices are used for different tasks at different times. The innovative approach used allows identification of different variables and their implications and effects on consumer behavior in web environments.

Additional Files

Published

2017-12-05

Issue

Vol. 3 (2017): Student Research Conference 2017

Section

Economics & Social Sciences

License

Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted under the conditions of the Creative Commons Attribution-Share Alike (CC BY-SA) license and that copies bear this notice and the full citation on the first page.