| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 10438973 | Journal of Retailing | 2015 | 20 Pages |
Abstract
- We segment customers based on channel adoption duration and purchase before adoption.
- We investigate the effect of online adoption on overall purchases across segments.
- Late majority purchases more than the other segments both before and after adoption.
- Online adoption does not affect purchase volumes of the innovator and late majority.
- Light shopper segments more likely enhance purchase volumes after adopting online.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Jing Li, Umut KonuÅ, Koen Pauwels, Fred Langerak,