The Impact of the Introduction and Use of an Informational Website on Offline Customer Buying Behavior
39 Pages Posted: 28 Feb 2011
Date Written: February 28, 2011
Abstract
Do customers increase or decrease their spending in response to the introduction of an informational website? To answer this question, this study considers the effects of the introduction and use of an informational website by a large national retailer on offline customer buying behavior. More specifically, we study its effects on the number of shopping trips and the amount spent per category per shopping trip. The model is calibrated through estimation of a Poisson model (shopping trips) and a type-II tobit model (amount spent per category per shopping trip), with effect parameters that vary across customers. For the focal retailer, an informational website creates more bad than good news; most website visitors engage in fewer shopping trips and spend less in all product categories. The authors also compare the characteristics of shoppers who exhibit negative website effects with those few who show positive effects and thus derive key implications for research and practice.
Keywords: Website, Online and Offline Behavior, Decomposition
JEL Classification: M13, C15, C24, D12
Suggested Citation: Suggested Citation
Do you have negative results from your research you’d like to share?
Recommended Papers
-
An Exploratory Look at Supermarket Shopping Paths
By Jeffrey S. Larson, Eric Bradlow, ...
-
An Integrated Model of Grocery Store Shopping Path and Purchase Behavior
By Sam K. Hui, Eric Bradlow, ...
-
Path Data in Marketing: An Integrative Framework and Prospectus for Model-Building
By Sam K. Hui, Peter Fader, ...
-
The Traveling Salesman Goes Shopping: The Systematic Deviations of Grocery Paths from TSP-Optimality
By Sam K. Hui, Peter Fader, ...
-
Subjective Knowledge, Search Locations, and Consumer Choice
By Christine Moorman, Kristin Diehl, ...
-
Household Life Cycles and Lifestyles in the United States
By Rex Yuxing Du and Wagner A. Kamakura
-
By Erjen Van Nierop, D. Fok, ...
-
Cross-Category Effects of Aisle and Display Placements: A Spatial Modeling Approach and Insights
By Ram Bezawada, Subramanian Balachander, ...