Navigating the digital purchase journey: the impact of device type and visit channels on consumer behavior

초록

PurposeThis study examines how device type (fixed device vs mobile device) and visit type (firm-initiated vs customer-initiated) interact to influence consumer behavior throughout the online purchase journey. It aims to uncover how these factors affect browsing patterns, visit frequency and conversion rates, offering insights into optimizing digital marketing strategies.Design/methodology/approachUsing a dataset comprising over one million session-level interactions from a global online retailer, this study applies a mixed logit model. The analysis evaluates how firm-initiated and customer-initiated channels perform across different devices, including PCs, tablets and mobile phones, at key stages of the customer journey (device selection, browsing and purchase stages).FindingsThe results indicate that firm-initiated channels (e.g. email and display ads) are more effective on PCs, while customer-initiated channels (e.g. organic search and direct type-ins) perform consistently across all devices. Mobile devices are found to enhance engagement with firm-initiated channels during visits but are less effective in driving conversions compared to PCs. Additionally, cumulative browsing time positively correlates with higher conversion rates on both PCs and mobile devices.Research limitations/implicationsThe dataset covers a 10-day observation period, which may not fully capture long-term patterns. Future research could extend this analysis to emerging devices and longer periods to validate the findings.Practical implicationsBusinesses can tailor their marketing strategies by targeting different channels to specific devices, ensuring that high-value customers are engaged effectively. For instance, firms may prioritize PCs for firm-initiated campaigns and mobile devices for customer-initiated interactions.Originality/valueThis study contributes to the literature by being one of the first to explore the interaction between device type and visit type in the digital customer journey. It provides actionable insights for businesses seeking to optimize their digital marketing strategies by leveraging device-specific consumer behaviors.

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