Beyond the click: the influence of consumer online browsing on product knowledge and Purchase intention

Fabio S. Sandes (), Yuliya Komarova and Delane Botelho
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Fabio S. Sandes: UR CONFLUENCE : Sciences et Humanités (EA 1598) - UCLy - UCLy (Lyon Catholic University), ESDES - ESDES, Lyon Business School - UCLy - UCLy - UCLy (Lyon Catholic University)

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Abstract: This paper investigates how different types of consumer online browsing (exploratory vs. goal-directed) influence product knowledge and purchase intentions, demonstrating through three experimental studies that browsing behavior's effects are moderated by product involvement and hedonic/utilitarian motivations, with important implications for e-commerce marketing strategies.

Keywords: navigation en ligne; comportement du consommateur; connaissance du produit; intentions d’achat; marketing e-commerce (search for similar items in EconPapers)
Date: 2025-08-18
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Published in AMA Summer 2025 Conference, American Marketing Association, Aug 2025, Chicago, United States. pp.407-411

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05501482

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