Despite the supportive results, the exploratory study’s
SLR proxy is not ideal, given that it is based on aggregate
data. Although page views have been associated with loyalty
traits in prior studies, the correlation may be weak for
purchasing behavior. The search share measure may not
correspond well to retailer-specific switcher sizes, because
it is based on price comparison sites that offer a limited perspective
on actual switching behavior. Therefore, we conduct
a second study using a large panel database of Internet
browsing and purchase. This allows for a more microlevel
behavioral construction of loyalty and switcher measures,
albeit for a more limited number of retailers.