Blazing the Trail: Considering Browsing Path Dependence in Online Service Response Strategy
(2022)
Journal Article
Zuo, M., Angelopoulos, S., Liang, Z., & Ou, C. (2023). Blazing the Trail: Considering Browsing Path Dependence in Online Service Response Strategy. Information Systems Frontiers, 25, 1605–1619. https://doi.org/10.1007/s10796-022-10311-3
Competition on e-commerce platforms is becoming increasingly fierce, due to the ease of online searching for comparing products and services. We examine how the sequential browsing behavior of consumers can enable targeted marketing strategies on e-c... Read More about Blazing the Trail: Considering Browsing Path Dependence in Online Service Response Strategy.