Baye, Michael R.; Santos, Babur De los; Wildenbeest, … - Department of Business Economics and Public Policy, … - 2013
consumer behavior: The greater the brand equity of an online retailer, the greater the number of consumers who click its link … to place better-branded sites in better positions, which results in additional clicks since consumers tend to click links … in more favorable positions. We also find that consumers who are older, wealthier, conduct searches from work, use fewer …