Does Online Information Drive Offline Revenues?

Koen Pauwels, Peter S.H. Leeflang, Marije L. Teerling and K.R. Eelko Huizingh

Journal of Retailing, 2011, vol. 87, issue 1, 1-17

Abstract: While many offline retailers have developed informational websites that offer information on products and prices, the key question for such informational websites is whether they can increase revenues via web-to-store shopping. The current paper draws on the information search literature to specify and test hypotheses regarding the offline revenue impact of adding an informational website. Explicitly considering marketing efforts, a latent class model distinguishes consumer segments with different short-term revenue effects, while a Vector Autoregressive model on these segments reveals different long-term marketing response.

Keywords: Offline revenue effects of an informational website; Web-to-store shopping; Sensory products; Latent class model; Vector Autoregressive models (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (52)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:87:y:2011:i:1:p:1-17

DOI: 10.1016/j.jretai.2010.10.001

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