Increasing online sales by facilitating spillover shopping |
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| Institution: | 1. PhD Scholar, Department of Business Management, University of Calcutta,, Flat 1 A, Surya Garden, 114 A Kankulia Road, Kolkata, West Bengal 700029, India;2. School of Management and Social Science, Haldia Institute of Technology, HIT Campus, Haldia, West Bengal 721657, India;3. International Management Institute – Kolkata, India;1. KTH Royal Institute of Technology, Division of Banking and Finance, 100 44 Stockholm, Sweden;2. KTH Royal Institute of Technology, Division of Building and Real Estate Economics, 100 44 Stockholm, Sweden;1. Niederrhein University of Applied Sciences, Reinarzstraße 49, 47805 Krefeld, Germany;2. University of Duisburg-Essen, Mercator School of Management, Chair of Service Management and Retailing, Lotharstrasse 65, 47057 Duisburg, Germany |
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| Abstract: | The Internet can serve dual roles as a source of information and a shopping channel for consumers. As a source of information, it competes with traditional sources such as print and direct mail. As a shopping channel, it competes with traditional shopping formats such as brick-and-mortar retailing and catalogs. There is little research as yet, however, regarding how the use of the online channel for information can affect its use for purchasing products. Our research is aimed at filling this gap in the literature, i.e., of examining if and how the use of the Internet as a source of information can affect consumers’ willingness to shop online. We use an integrated modeling framework that simultaneously models consumers’ choice of a shopping channel from three options – brick and mortar, catalog and online – and a source of information from three options as well: newspapers and magazines, direct mail, and online. |
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| Keywords: | E-Commerce Channel choice Online retailing Sources of information Bayesian models |
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