Bhatnagar, Amit; Sinha, Atish P.; Sen, Arun - In: European Journal of Marketing 53 (2019) 5, pp. 972-988
Purpose: Online search effort is routinely measured by the duration of visit at the website as obtained from clicksream data or surveys. Measuring search effort by the time spent at a website assumes that all consumers who search for the same duration obtain the same amount of information. This...