The hare and the tortoise: do earlier adopters of online channels purchase more?

Name: The hare and the tortoise: do earlier adopters of online channels purchase more?
Author: Li, J., Konuş, U., Pauwels, Koen Hendrik

İsim	The hare and the tortoise: do earlier adopters of online channels purchase more?
Yazar	Li, J., Konuş, U., Pauwels, Koen Hendrik
Basım Tarihi:	2015-06
Basım Yeri	- Elsevier
Konu	E-commerce, Channels, Segmentation, Online retailing, Customer relationship management, Channel adoption
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	1873-3271
Kayıt Numarası	cca7790c-4590-4d5e-bbb2-be10700206ca
Lokasyon	Business Administration
Tarih	2015-06
Notlar	Due to copyright restrictions, the access to the full text of this article is only available via subscription.
Örnek Metin	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

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The hare and the tortoise: do earlier adopters of online channels purchase more?

Yazar Li, J., Konuş, U., Pauwels, Koen Hendrik

Basım Tarihi 2015-06

Basım Yeri - Elsevier

Konu E-commerce, Channels, Segmentation, Online retailing, Customer relationship management, Channel adoption

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 1873-3271

Kayıt Numarası cca7790c-4590-4d5e-bbb2-be10700206ca

Lokasyon Business Administration

Tarih 2015-06

Notlar Due to copyright restrictions, the access to the full text of this article is only available via subscription.

Örnek Metin 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