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Using clickstream data to uncover Problem-solving approach in BDP
A Coggle Diagram about
Potential mediator/moderator/control variables,
Approach (
- Matrix with PS approach (limited vs extended) and search stage (information search vs alternative evaluation) -> Find out by clustering
,
- Influence of product category on the distribution (Hypothesis: Low cost -> limited PS and high cost -> extended PS + low cost -> higher share of people in alternative selection)
,
- Influence of pur frequency
,
- Influence of search duration (time spent)
and
- Influence of shopping channel used (Hypothesis: Mobile predominantly for information search)
),
Characteristics of limited vs. extended PS,
step 2-4 in bdp are problem-solving nature,
Continuum of PS behavior and
Caveats/Questions (
need to identify hedonic
browser, who do not
intend to shop (5th
cluster with little focus?) and
Is it possible to observe
which other online
shops have been visited?)