Measuring E-Browsing Behaviour and Testing its Impact on Online Immersion

Main Article Content

Salma Ayari
Imène Ben Yahia
Mohsen Debabi


Measurement scale development, e-browsing, online behaviour, merchant website consumer behaviour


In an online environment, enriched by different types of cues that may distract a consumer, investigating and operationalizing, e-browsing behaviour becomes a must to understand consumer behaviour online. Nevertheless, existing research on the online environment has only used and adapted scales measuring offline browsing. In fact, the existing literature fails to offer a scale measuring browsing specifically in the online context. Consequently, this study fills this gap by developing a scale measuring e-browsing following the Churchill paradigm enriched with the recommendations of Rossiter. For this purpose, a number of methodological instruments are used: two focus groups (the first with 4 experts and the second with 18 consumers) and three surveys (140 students for the first survey, 350 and 200 Internet users, respectively, for the second and third survey). Results put forth a unidimensional scale with 7 items, which seems to exhibit evidence of reliability and validity. The predictive validity was checked by testing the impact of e-browsing on online immersion. The proposed scale measure may help academicians perform better and more reliable studies on consumer behaviour online. It may help managers better understand the traffic on their websites and segment visitors to tailor better conversion strategies.


Download data is not yet available.
Abstract 42 | 546-PDF-v10n2pp111-125 Downloads 1


Arnaldi, B., Guitton, P., & Moreau, G. (2018). Réalité virtuelle et réalité augmentée: Mythes et réalités. ISTE Group.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of consumer research, 20(4), 644–656.
Barbot, B., & Kaufman, J. C. (2020). What makes immersive virtual reality the ultimate empathy machine? Discerning the underlying mechanisms of change. Computers in Human Behavior, 111, 106431.
Bloch, P. H., & Richins, M. L. (1983). Shopping without purchase: An investigation of consumer browsing behavior. ACR North American Advances in Consumer Research, 10, 389–393.
Bloch, P. H., Ridgway, N. M., & Sherrell, D. L. (1989). Extending the concept of shopping: An investigation of browsing activity. Journal of the Academy of Marketing Science, 17(1), 13–21.
Bloch, P. H., Ridgway, N. M., & Nelson, J. E. (1991). Leisure and the shopping mall. Advances in consumer research, Association for Consumer Research (US), 18(1), 445–452.
Brown, M., Pope, N., & Voges, K. (2003). Buying or browsing? An exploration of shopping orientations and online purchase intention. European Journal of Marketing.
Carù, A., & Cova, B. (2006). How to facilitate immersion in a consumption experience: Appropriation operations and service elements. Journal of Consumer Behaviour: An International Research Review, 5(1), 4–14.
Charfi, A. A., & Volle, P. (2011). L'expérience d'immersion en ligne: un nouvel outil pour les sites marchands. Revue Française du Marketing, 234/235, 49.
Chen, Y., Lu, Y., Gupta, S., & Pan, Z. (2019). Understanding “window” shopping and browsing experience on social shopping website: An empirical investigation. Information Technology & People.
Chin, W. W., Peterson, R. A., & Brown, S. P. (2008). Structural equation modeling in marketing: Some practical reminders. Journal of marketing theory and practice, 16(4), 287–298.
Churchill Jr, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of marketing research, 16(1), 64–73.
Cova, B., & Cova, V. (2004). L’expérience de consommation: de la manipulation à la compromission?, 3èmes. Journées Normandes de Recherche sur la Consommation.
Donna, L., & Novak, H. T. P. (1997). A new marketing paradigm for electronic commerce. The information society, 13(1), 43–54.
Econsultancy. (2005). Managing an e-commerce team. Integrating digital marketing into your organization research report. Author: Dave Chaffey. London:
Floh, A., & Madlberger, M. (2013). The role of atmospheric cues in online impulse-buying behavior. Electronic Commerce Research and Applications, 12(6), 425–439.
Fornell, C., & Larcker, D. (1981). Structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(3).
Fornerino, M., Helme-Guizon, A., & Gotteland, D. (2008). Expériences cinématographiques en état d'immersion: effets sur la satisfaction. Recherche et Applications en Marketing (French Edition), 23(3), 95–113.
Goel, S., Hofman, J., & Sirer, M. (2012). Who does what on the web: A large-scale study of browsing behavior. In Proceedings of the International AAAI Conference on Web and Social Media, 6(1), 130–137.
Hausman, A. V., & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of business research, 62(1), 5–13.
Ho, H. F. (2021). A novel approach for exploring channel dependence of consumers' latent shopping intent and the related behaviors by visualizing browsing patterns. Data Technologies and Applications.
Hsu, C. L., Chang, K. C., & Chen, M. C. (2012). Flow experience and internet shopping behavior: Investigating the moderating effect of consumer characteristics. Systems Research and Behavioral Science, 29(3), 317–332.
Jallais, J., Orsoni, J., & Fady, A. (1994). Le marketing dans le commerce de détail. Vuibert.
Jarboe, G. R., & McDaniel, C. D. (1987). A profile of browsers in regional shopping malls. Journal of the Academy of Marketing Science, 15(1), 46–53.
Kaufman‐Scarborough, C., & Lindquist, J. D. (2002). E‐shopping in a multiple channel environment. Journal of Consumer Marketing.
Kim, I., & Pant, G. (2019). Predicting web site audience demographics using content and design cues. Information & Management, 56(5), 718–730.
Kumar, R., & Tomkins, A. (2010). A characterization of online browsing behavior. In Proceedings of the 19th international conference on World wide web, 561–570.
Laroutis, D., Boistel, P., & Badot, O. (2021). Analyse des déterminants de la fréquence d’achat sur les sites Web marchands. Recherches en Sciences de Gestion, 1, 187–213.
Law, R., & Hsu, C. H. (2006). Importance of hotel website dimensions and attributes: perceptions of online browsers and online purchasers. Journal of Hospitality & Tourism Research, 30(3), 295–312.
Lee, M. (2020). Will this search end up with booking? Modeling airline booking conversion of anonymous visitors. Journal of Tourism Analysis: Revista de Análisis Turístico.
Lee, H. B., & Lee, H. W. (2003). The impacts of browsing on buying impulsiveness in internet shopping malls. Korean Management Review, 32(5), 1235–1263.
Liu, C. W., Lo, S. K., Hsieh, A. Y., & Hwang, Y. (2018). Effects of banner Ad shape and the schema creating process on consumer internet browsing behavior. Computers in Human Behavior, 86, 9–17.
Lombart, C. (2004). Le butinage: proposition d'une échelle de mesure. Recherche et Applications en Marketing (French Edition), 19(2), 1–30.
Lombart, C., & Labbé-Pinlon, B. (2008). Comprendre et satisfaire les consommateurs qui butinent. Gestion, 33(2), 32–39.
Lombart, C., & Labbé-Pinlon, B. (2015). Proposition d’un modèle conceptuel des antécédents du comportement de butinage. Une application dans l’Espace Culturel d’un hypermarché. Management Avenir, 6, 135–154.
Lu, X., He, S., Lian, S., Ba, S., & Wu, J. (2020). Is user-generated content always helpful? The effects of online forum browsing on consumers' travel purchase decisions. Decision Support Systems, 137, 113368.
Mackenzie, S. (2013). Online Exploration: Browsing Behavior and Website Feature Preferences. ETD Archive. 866.
Monglo, H. (2016). L’influence du comportement de butinage sur une conséquence transactionnelle au point de vente: une application à l’achat non planifié en supermarché au Cameroun. Management Avenir, 2, 15–29.
Novak, T. P., Hoffman, D. L., & Yung, Y.-F. (2000). Measuring the customer experience in online environments: a structural modeling approach. Marketing science, 19(1), 1–104.
Ono, A., Nakamura, A., Okuno, A., & Sumikawa, M. (2012). Consumer motivations in browsing online stores with mobile devices. International Journal of Electronic Commerce, 16(4), 153–178.
Park, E. J., Kim, E. Y., Funches, V. M., & Foxx, W. (2012). Apparel product attributes, web browsing, and e-impulse buying on shopping websites. Journal of Business Research, 65(11), 1583–1589.
Rezaei, S., Ali, F., Amin, M., & Jayashree, S. (2016). Online impulse buying of tourism products: The role of web site personality, utilitarian and hedonic web browsing. Journal of Hospitality and Tourism Technology, 7(1), 60–83.
Rossiter, J R. (2002). The C-OAR-SE procedure for scale development in marketing. International Journal of Research in Marketing, 19(4), 305–335.
Shields, R. (1992). Spaces for the subject of consumption. In Shields, R., Lifestyle Shopping. (1st ed.), London, Routledge.
Tekiki, S., & Abbes, I. (2020). Butinage social sur Instagram et impulsions d’achat: le rôle de la proximité psychologique avec les influenceurs. 23ème colloque ABBES - association-etienne-thil.
Veg-Sala, N., & Geerts, A. (2021). L’expérience d’achat dans les boutiques de luxe: Étude des dimensions selon les motivations d’achat des consommateurs de luxe. Management Avenir, 3, 95–117.
Wolfinbarger, M., & Gilly, M. C. (2001). Shopping online for freedom, control, and fun. California management review, 43(2), 34–55.
Xu-Priour, D. L., Truong, Y., & Klink, R. R. (2014). The effects of collectivism and polychronic time orientation on online social interaction and shopping behavior: A comparative study between China and France. Technological Forecasting and Social Change, 88, 265–275.
Zhang, K. Z., Xu, H., Zhao, S., & Yu, Y. (2018). Online reviews and impulse buying behavior: the role of browsing and impulsiveness. Internet Research.
Zheng, X., Men, J., Yang, F., & Gong, X. (2019). Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing. International Journal of Information Management, 48, 151–160.