نویسنده
Pauwels, Koen Hendrik, Leeflang, P. S. H., Teerling, M. L., Huizingh, K. R. E.
تاریخ انتشار
2011-03
محل انتشار
-
Elsevier
موضوع
Offline revenue effects of an informational website, Web-to-store shopping, Sensory products, Latent class model
نوع
دوره ای
زبان
انگلیسی
دیجیتال
بله
نسخه خطی
خیر
کتابخانه
دانشگاه اوزیغین
شناسه دارایی کتابخانه
0022-4359
شماره ثبت
dd7b54e8-b5c7-4866-9969-dbb8ec6a98ad
محل کتابخانه
Business Administration
تاریخ
2011-03
یادداشتها
Nederlandse Organisatie voor Wetenschappelijk Onderzoek (NWO)
متن نمونه
While many offline retailers have developed informational websites that offer information on products and prices, the key question for such informational websites is whether they can increase revenues via web-to-store shopping. The current paper draws on the information search literature to specify and test hypotheses regarding the offline revenue impact of adding an informational website. Explicitly considering marketing efforts, a latent class model distinguishes consumer segments with different short-term revenue effects, while a Vector Autoregressive model on these segments reveals different long-term marketing response.We find that the offline revenue impact of the informational website critically depends on the product category and customer segment. The lower online search costs are especially beneficial for sensory products and for customers distant from the store. Moreover, offline revenues increase most for customers with high web visit frequency. We find that customers in some segments buy more and more expensive products, suggesting that online search and offline purchases are complements. In contrast, customers in a particular segment reduce their shopping trips, suggesting their online activities partially substitute for experiential shopping in the physical store. Hence, offline retailers should use specific online activities to target specific product categories and customer segments.
DOI
10.1016/j.jretai.2010.10.001
Cilt
87
