Presentation done by Julia Jacobs, during ENTER2015 PhD Workshop.

1. ENTER 2015 PhD Workshop Slide Number 1
A Cross-Country Analysis of Online
Search Behaviour
Julia Jacobs
University of Münster, Germany
Julia.jacobs@uni-muenster.de
https://www.wi.uni-muenster.de/de

2. ENTER 2015 PhD Workshop Slide Number 2
Content
• Introduction
• Research topic and questions
• Online Search Model
• Methodology
• Literature Analysis
• Data Analysis

3. ENTER 2015 PhD Workshop Slide Number 3
Introduction
• Online populationin Europe grows continually(comScore, 2013)
• 73% Internet use within the EU in 2013 (Seybert & Reinecke, 2013)
• Trillionsof searches per year (Bughin et al., 2011)
• >80% of EU and 87% of the US citizens look for informationonline (Seybert
2012, Zickuhr 2010)
 How do they search?
 How long do they stay on webpages?
 Do Americans search similarly to Germans?
Important for marketing and e-commerce

4. ENTER 2015 PhD Workshop Slide Number 4
Research topic
Online consumersearch behavior
• International(US, UK, Germany)
• Cross-sector (Airlines, Telecommunication,Automotive,Banking, Insurance,
Grocery)
• Longitudinalanalysis
Methodology & Data
• Online Panel Data & Clickstream analysis
• Data collection with the help of comScore:
Quarterly since January 2013

5. ENTER 2015 PhD Workshop Slide Number 5
Research questions
1. What is the difference of consideration sets from pre-Internet to Internet?
2. How do considerationsets change dynamicallyover a four-year period to find
out how users evolve their search strategies?
3. What are the differences in search behaviour for different constellationsof
onlinegroups of users by:
a) Demographic variables
b) Media: computer vs. mobile
c) Nationality

6. ENTER 2015 PhD Workshop Slide Number 6
Customer Journey
Need
Recognition
Search
Pre-Purchase
Alternative
Evaluation
Purchase
Post Purchase
Processes
Engel et al. (1995)

7. ENTER 2015 PhD Workshop Slide Number 7
Online Search Model
• Age
• Gender
• Age + Gender
• Culture
• Income
Consumer
• Price
• Involvement
Market/
Product
• Awareness set
• Technology
use
• Website
Situational
Motivation
Perceived
Ability to
Search
Perceived
Benefit of
Search
Perceived
Costof
Search
• Considera
tion Set
• Time
Search
Characteristics
Adapted from
Schmidt & Spreng (1996)
Adapted model fromSchmidt & Spreng (1996)

8. ENTER 2015 PhD Workshop Slide Number 8
Methodology
• Mixed Method approach
- Qualitative:contextual market/country characteristics
- Quantitative:online panelfor consumer behaviour
• Online Panel Data
- Concepts of panel data research are well established in
market research (Ehrenberg 1960)
- OnlinePanels used to calculateConsiderationSets (CS)
- Measure of real consumer behaviour
• Clickstreamanalysis
• Data collection
Every 4 months over 4 year period
(16 rounds of data collection:576 data sets in total)
Assumptions:
E-service (visiting one webpage)  do not search

9. ENTER 2015 PhD Workshop Slide Number 9
Steps of data collection and analysis
Technicalinfrastructure
Clickstream
measurements
Data Organised and
assembled
comScore reports
Application oftheoretical
constructs
Interpretation
Theoretical/Managerial
Implications
URL, time stamp, device use, demographics, etc.
Software downlaod, electronical devices, etc.
Query of raw data request, providing simple raw
figures and numbers
Consideration Set, Set Theory, Statistical
Analysis, etc.
Interpretation of the data
Panelusers

10. ENTER 2015 PhD Workshop Slide Number 10
Literature Analysis: Set funnel process
Figure 1: Set model
(Adaptedfrom
Shockeretal.1991)
Brands of a product class available on the market
Brands of a product class available on the market a consumer is aware of
Evoked Set: set of brands ‘thatthe buyer considerswhen he contemplates
purchasing a unit of the productclass’ (Howard and Sheth 1969, p. 416)
1969 mid 80s mid 90s today
Evokedset
(Turley and LeBlanc
1993) Considerationset
(Hauser et al. 1983)
Consideration set: ‘those brandsthat the consumer considersseriously when making
a purchase and/or consumption decision’ (Hauser and Wernerfelt1990, p. 393)
Brands of a product class available on the market a consumer is aware of
UniversalSet
Available Set
Competitive Set
Total Set
Awareness Set
KnowledgeSet
(RetrievalSet)
Evoked Set
Relevant Set
Consideration Set
Repertoire Size
(Poolsize)
(Choice Set)

11. ENTER 2015 PhD Workshop Slide Number 11
Literature Analysis: Set funnel process
Awareness set
size
10.4 – 19.3
7.8
7.3 – 15.2
3.5 – 10.6
4.3 - 5.6
13.06
6.72 – 14.32
13 – 22
16 – 29
Evoked/Consideration set
size
3.1 – 5.0
3.2
4.2 – 5.6
1.3 – 3.5
2.1 – 2.3
5.16
2.98 – 5.39
1.2 – 1.8
2.1 – 3.3
EmpiricalStudies
Author(s)
Campbell (1969)
Jacoby and Olson (1970)
Jarvis and Wilcox (1973)
Narayana and Markin
(1975)
Prasad (1975)
Church et al. (1985)
Brown and Wildt (1992)
Johnson et al. (2004)
Zhang et al. (2006)
UniversalSet
Available Set
Competitive Set
Total Set
Awareness Set
KnowledgeSet
(RetrievalSet)
Evoked Set
Relevant Set
Consideration Set
Repertoire Size
(Poolsize)
(Choice Set)

12. ENTER 2015 PhD Workshop Slide Number 12
Previous Online Panel Data
literature

13. ENTER 2015 PhD Workshop Slide Number 13
Explore changes from pre-
Internet to Internet
Pre-Internet Online studies
(clickstream)Set Sizes
FMCG: 1.3 - 7.0, Ø3.71
Cars: 1.7 - 5.0, Ø2.90
Services: 1.2 - 4.3, Ø1.66
Electronics: 2.46 – 5.16, Ø3.81
Industrial products: Ø3.77
Set Sizes
Books & CDs: 1.2 – 1.3, Ø1.50
Cars: 2.22 – 2.44, Ø2.33
Travel: 1.8 – 3.3, Ø2.57
Telecomm.: 2.42 – 2.56, Ø2.49
Insurance: 2.41 – 2.77, Ø2.59
Banking: 2.38 – 2.43, Ø2.87
Computer Hardware: 3.3
Grocery: 2.13 – 2.40, Ø2.27
Online Studies: research projects using online methodologies (mainly Online Panel Data)

14. ENTER 2015 PhD Workshop Slide Number 14
Airline market
Source: Own analysis (Holland et al. 2015)

15. ENTER 2015 PhD Workshop Slide Number 15
Thank you for your attention
Julia Jacobs
Leonardo Campus 11
D-48149 Münster
Germany
Tel. 0049 – (0)251 83 38116
Julia.jacobs@uni-muenster.de