 The Hare and the Tortoise: Do Earlier Adopters of Online Channels Purchase More?Jing Li, Umut Konuş, Koen Pauwels and Fred Langerak Journal of Retailing, 2015, vol. 91, issue 2, 289-308 Abstract: Earlier 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. Keywords: E-commerce; Channels; Segmentation; Online retailing; Customer relationship management; Channel adoption (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:91:y:2015:i:2:p:289-308 DOI: 10.1016/j.jretai.2015.01.001 Access Statistics for this article Journal of Retailing is currently edited by A. Roggeveen More articles in Journal of Retailing from Elsevier |
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