... in generalizing the findings to the whole e-commerce market from a geographical and category perspective. The length of the observation period may also play a role as a longer period increases the chance of repeat buying. Practical implications E-commerce managers can gain long-term market share growth mainly...

... Products Repeat Buying The First Purchase: Models of Innovation by Raymond J. Lawrence Professor of Marketing, University of Lancaster Abstract New products are seldom really new. Yet modellers of adoption processes have largely ignored the effects of existing buying habits on first trial of a product...