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Does Online Information Drive Offline Revenues?

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

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.

Suggested Citation

  • Pauwels, Koen & Leeflang, Peter S.H. & Teerling, Marije L. & Huizingh, K.R. Eelko, 2011. "Does Online Information Drive Offline Revenues?," Journal of Retailing, Elsevier, vol. 87(1), pages 1-17.
    • Handle: RePEc:eee:jouret:v:87:y:2011:i:1:p:1-17
    DOI: 10.1016/j.jretai.2010.10.001
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    References listed on IDEAS

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