Does online information drive offline revenues? Only for specific products and consumer segments!

Name: Does online information drive offline revenues? Only for specific products and consumer segments!
Author: Pauwels, Koen Hendrik, Leeflang, P. S. H., Teerling, M. L., Huizingh, K. R. E.

İsim	Does online information drive offline revenues? Only for specific products and consumer segments!
Yazar	Pauwels, Koen Hendrik, Leeflang, P. S. H., Teerling, M. L., Huizingh, K. R. E.
Basım Tarihi:	2011-03
Basım Yeri	- Elsevier
Konu	Offline revenue effects of an informational website, Web-to-store shopping, Sensory products, Latent class model
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	0022-4359
Kayıt Numarası	dd7b54e8-b5c7-4866-9969-dbb8ec6a98ad
Lokasyon	Business Administration
Tarih	2011-03
Notlar	Nederlandse Organisatie voor Wetenschappelijk Onderzoek (NWO)
Örnek Metin	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

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Does online information drive offline revenues? Only for specific products and consumer segments!

Yazar Pauwels, Koen Hendrik, Leeflang, P. S. H., Teerling, M. L., Huizingh, K. R. E.

Basım Tarihi 2011-03

Basım Yeri - Elsevier

Konu Offline revenue effects of an informational website, Web-to-store shopping, Sensory products, Latent class model

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 0022-4359

Kayıt Numarası dd7b54e8-b5c7-4866-9969-dbb8ec6a98ad

Lokasyon Business Administration

Tarih 2011-03

Notlar Nederlandse Organisatie voor Wetenschappelijk Onderzoek (NWO)

Örnek Metin 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