Towards a Better Understanding of Consumer Online Browsing (Cob)

Through in-depth interviews and four experiments, we investigate the Consumer Online Browsing (COB) as a distinct type of search behavior. There are different effects of COB and similar constructs on dependent variables, and they are differently moderated by variables that arose from the qualitative phase of the research.


FABIO SHIMABUKURO SANDES, Delane Botelho, and Yuliya Komarova (2020) ,"Towards a Better Understanding of Consumer Online Browsing (Cob)", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1222-1222.


FABIO SHIMABUKURO SANDES, Sao Paulo School of Business Administration FGV-EAESP
Delane Botelho, EAESP-FGV, Brazil
Yuliya Komarova, Fordham University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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