A Role of Referring Website on Online Shopping Behavior

Despite several attempts have been made to understand online consumer behavior across from different situational settings, little is known of referring website’s functionality on purchasing behavior. The purpose of the present study is two-folds. Firstly, the study defines different behavior patterns when consumers visit an online store through a referring website versus when consumers directly enter to an online store sans a referring website. Secondly, we investigated on the types of products (i.e. high-involvement product vs. low involvement product) purchased by access manner. Total number of 3,885 online consumer samples was used to conduct the study based on their detailed transaction activity. Key words: access manner, referring website, involvement, product category


HoEun Chung and JungKun Park (2009) ,"A Role of Referring Website on Online Shopping Behavior", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 850-850.


HoEun Chung, Purdue University, USA
JungKun Park, Purdue University, USA


NA - Advances in Consumer Research Volume 36 | 2009

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