Registration of customers to a website is a milestone in customer journey that symbolizes trust and long-term commitment of customers towards a firm. Previous literature shows that registration is correlated to the trust in the firm and that it has an impact on the firm’s ability to personalize the communication and increases satisfaction, profits, the likelihood to adopt an innovation, and purchases. However, there is no evidence on the length of these effects. Using a unique dataset that combines both consumers’ search and purchases from a European e-tailer in the luxury industry, we show that (1) registration has a positive effect on both users’ search and purchase behavior; (2) that this effect has a short length – it expires after two to three later interactions; (3) spend more money and time on the website, however take longer breaks between visits.
Users’ registering to websites: Is it honeymoon? And how long does it last?
Carla Freitas Silveira Netto
;Elisa Montaguti;
2023
Abstract
Registration of customers to a website is a milestone in customer journey that symbolizes trust and long-term commitment of customers towards a firm. Previous literature shows that registration is correlated to the trust in the firm and that it has an impact on the firm’s ability to personalize the communication and increases satisfaction, profits, the likelihood to adopt an innovation, and purchases. However, there is no evidence on the length of these effects. Using a unique dataset that combines both consumers’ search and purchases from a European e-tailer in the luxury industry, we show that (1) registration has a positive effect on both users’ search and purchase behavior; (2) that this effect has a short length – it expires after two to three later interactions; (3) spend more money and time on the website, however take longer breaks between visits.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
