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dc.contributor.authorLi, J.
dc.contributor.authorKonuş, U.
dc.contributor.authorPauwels, Koen Hendrik
dc.date.accessioned2016-06-30T12:33:31Z
dc.date.available2016-06-30T12:33:31Z
dc.date.issued2015-06
dc.identifier.issn1873-3271
dc.identifier.urihttp://hdl.handle.net/10679/4190
dc.identifier.urihttp://www.sciencedirect.com/science/article/pii/S0022435915000020
dc.descriptionDue to copyright restrictions, the access to the full text of this article is only available via subscription.
dc.description.abstractEarlier 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.
dc.language.isoengen_US
dc.publisherElsevier
dc.relation.ispartofJournal of Retailing
dc.rightsrestrictedAccess
dc.titleThe hare and the tortoise: do earlier adopters of online channels purchase more?en_US
dc.typeArticleen_US
dc.peerreviewedyes
dc.publicationstatuspublisheden_US
dc.contributor.departmentÖzyeğin University
dc.contributor.authorID(ORCID & YÖK ID 141722) Pauwels, Koen
dc.contributor.ozuauthorPauwels, Koen Hendrik
dc.identifier.volume91
dc.identifier.issue2
dc.identifier.startpage289
dc.identifier.endpage308
dc.identifier.wosWOS:000356210000009
dc.identifier.doi10.1016/j.jretai.2015.01.001
dc.subject.keywordsE-commerce
dc.subject.keywordsChannels
dc.subject.keywordsSegmentation
dc.subject.keywordsOnline retailing
dc.subject.keywordsCustomer relationship management
dc.subject.keywordsChannel adoption
dc.identifier.scopusSCOPUS:2-s2.0-84929291949
dc.contributor.authorMale1


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