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 of New YorkINTRODUCTION
The way consumers navigate web sites is called a clickstream, i.e., the clicks they make from page to page (Chatterjee, Hoffman, and Novak 1998). Metaphorically, the clickstream may be seen as a trajectory in which one moves from...