haku: @indexterm internet / yhteensä: 1928
viite: 19 / 1928
| Tekijä: | Nierop, J.E.M. van (et. al) |
| Otsikko: | The impact of the introduction and use of an informational website on offline customer buying behavior |
| Lehti: | International Journal of Research in Marketing
2011 : JUN, VOL. 28:2, p. 155-165 |
| Asiasana: | internet information technology consumer behaviour shopping models |
| Vapaa asiasana: | WWW online and offline behaviour consumer spending |
| Kieli: | eng |
| Tiivistelmä: | Do customers' spending increase or decrease in response to the launch of an informational website? To address this question, this paper considers the effects of the launch and use of an informational website by a large national retailer on offline customer buying behaviour. We study a website's impacts on the number of shopping trips and the funds spent per category per shopping trip. The model is calibrated through a Poisson model (shopping trips) and a type-II tobit model (the amount spent per category per shopping trip), with effect parameters varying across customers. For the focal retailer, an informational website causes more bad than good news. Most website visitors do fewer shopping trips and spend less in all product categories. The characteristics of shoppers exhibiting negative website effects are compared with those few shoppers who show positive effects and key implications are derived for research and practice. |
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