Author
Li, J., Konuş, U., Pauwels, Koen Hendrik
Publication Date
2015-06
Publication Place
-
Elsevier
Subject
E-commerce, Channels, Segmentation, Online retailing, Customer relationship management, Channel adoption
Type
Periodical
Language
English
Digital
Yes
Manuscript
No
Library
Özyeğin University
Library Asset ID
1873-3271
Record ID
cca7790c-4590-4d5e-bbb2-be10700206ca
Library Location
Business Administration
Date
2015-06
Notes
Due to copyright restrictions, the access to the full text of this article is only available via subscription.
Sample Text
Earlier adopters of a product or service tend to be more valuable than later adopters. Does this empirical generalization equally apply to earlier adopters of a multichannel retailer's new online channel too? This study segments customers on the basis of their responses to a new online channel and investigates the effects of their online channel adoption on purchase volumes across segments. The data cover 12.5 years of purchase history and individual transactions at a large multichannel French retailer of natural health products. Contrary to conventional wisdom, it is not innovators or early adopters, but rather the late majority segment that purchases more than the other segments, both before and after online adoption. Adoption of the firm's new online channel does not influence purchase volumes of heavy shopper segments (late majority and innovators), whereas light shopper segments tend to increase their purchases after adopting this new channel.
DOI
10.1016/j.jretai.2015.01.001
Cilt
91
