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How Consumers Generate Clickstreams through Web Sites:An Empirical Investigation of Hypertext, Schema, and Mapping Theoretical Explanations
Hypertext Schema Mapping Theoretical Explanations
2009/12/2
When consumers navigate Web sites, they are said to generate a clickstream, i.e., engage in clicking from Web page to Web page. With respect to these clickstreams, hypertext, schema, and mapping theor...