Role of Navigational Ability in Website Visit Duration
January 2019 | Sen, Arun
Online search effort is routinely measured by the duration of visit at the website as obtained from clicksream data or surveys. Measuring search effort by the time spent at a website assumes that all consumers who search for the same duration obtain the same amount of information. This would be acceptable if all consumers possessed the same navigational ability. In practice, different consumers have different levels of ability to navigate a website. The purpose of this study is to find whether an individual’s navigational ability has an influence on visit duration and purchase likelihood.
- Amit Bhatnagar
- Atish Sinha
European Journal of Marketing