Publication

The impact of the introduction and use of an informational website on offline customer buying behavior

van Nierop, J. E. M., Leeflang, P. S. H., Teerling, M. L. & Huizingh, K. R. E., Jun-2011, In : International Journal of Research in Marketing. 28, 2, p. 155-165 11 p.

Research output: Contribution to journalArticleAcademicpeer-review

Copy link to clipboard

Documents

  • The impact of the introduction and use of an informational website on offline

    Final publisher's version, 356 KB, PDF document

    Request copy

DOI

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 a website's effects on the number of shopping trips and the amount spent per category per shopping trip. The model is calibrated through the estimation of a Poisson model (shopping trips) and a type-II tobit model (the 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 shoppers who show positive effects and thus derive key implications for research and practice. (C) 2011 Elsevier B.V. All rights reserved.

Original languageEnglish
Pages (from-to)155-165
Number of pages11
JournalInternational Journal of Research in Marketing
Volume28
Issue number2
Publication statusPublished - Jun-2011

    Keywords

  • Informational website, Online and offline behavior, Decomposition, CONSUMER-BEHAVIOR, EXPERIENCE GOODS, INTERNET CHANNEL, CLICKSTREAM DATA, WEB SITE, ONLINE, MODEL, SEARCH, PERFORMANCE, ADOPTION

ID: 2048481