Original paper
Cross-selling across stores or within a store? Impacts of cross-buying behavior in online shopping malls
Abstract
This study investigates the impacts of cross-buying behavior in an online shopping mall where customers can purchase from additional product categories from various independent stores. We focus on the extent to which store loyalty and relationship duration moderate the cross-buying effects on three behavioral traits: customers’ purchase rate, lifetime duration, and spending. The results reveal that customers who engage in cross-buying more...
Paper Details
Title
Cross-selling across stores or within a store? Impacts of cross-buying behavior in online shopping malls
Published Date
Apr 3, 2018
Volume
25
Issue
1-2
Pages
47 - 72
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Notes
History