How Consumers Generate Clickstreams Through Web Sites: An Empirical Investigation of Hypermarket, Schema and Mapping Theoretical Explanations

When consumers navigate Web sites, they are said to generate a clickstream, i.e., engage in clicking from Web page to Web page.
  

How Consumers Generate Clickstreams through Web Sites: An Empirical Investigation of Hypertext, Schema, and Mapping Theoretical Explanations

 James R. CoyleandStephen J. GouldZicklin School of Business, Baruch College, City University...
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