Cross-visiting Behaviour of Online Consumers Across Retailers’ and Comparison Sites, a Macro-Study

Extant academic research provides a comprehensive view of online consumer behaviour on a single website, paying less attention to the integrated environment in which websites operate. Retailers’ products, however, are not only available on their own website, but also through other connected channels such as comparison sites. Our limited knowledge of consumers’ integrated behaviour across the entire market poses difficulties to design effective...