Table 3. Variable operationalization ( n... | Emerald Publishing

Table 3.

Variable operationalization (n = 310,776 shopping trips)

Variable	Operationalization	M	SD
DV
Brand repurchasing rate	The brand repurchasing rate in shopping trip t for customer i at retailer r. It is calculated as the number of items purchased in both trip t − 1 and trip t, divided by the total number of items purchased in trip t. It draws inspiration from Chintala et al. (2024), who compare the composition of online and offline shopping baskets	0.102	0.195
IV
Online to online	Purchased online in trip t – 1 and online in trip t (in consecutive trips for customer i at retailer r)	0.117	0.322
Offline to online	Purchased offline in trip t – 1 and online in trip t	0.057	0.233
Online to offline	Purchased online in trip t – 1 and offline in trip t	0.056	0.230
Offline to offline	Purchased offline in trip t – 1 and offline in trip t, used as the baseline	0.769	0.421
Moderator
PL share	The expenditures (monetary base) for private labels at retailer r divided by the total expenditures at the retailer during the past year prior to the trip t. See Ailawadi et al. (2008) and Koschate-Fischer et al. (2014)	0.230	0.147
Controls
Retailer FE	Dummy variables for retailers
Nearby store count	The number of stores operated by the retailer in the customer’s residential area (on a prefecture level)	35.697	30.527
Annual spending in initial period	Total purchase amount (in yen) at the retailer during the initialization period. Transformed using log(x)	1.977	1.247
Gender	A dummy variable coded 1 for women	0.808	0.394
Age	Age of the customer at the year	45.346	11.827
Family size	Family size of the customer at the year	2.902	1.157
Income	Household income (in millions of yen) of the customer at the year	6.209	2.766
Year-quarter FE	Dummy variables for year and quarter

Variable	Operationalization	M	SD
DV
Brand repurchasing rate	The brand repurchasing rate in shopping trip t for customer i at retailer r. It is calculated as the number of items purchased in both trip t − 1 and trip t, divided by the total number of items purchased in trip t. It draws inspiration from Chintala et al. (2024), who compare the composition of online and offline shopping baskets	0.102	0.195
IV
Online to online	Purchased online in trip t – 1 and online in trip t (in consecutive trips for customer i at retailer r)	0.117	0.322
Offline to online	Purchased offline in trip t – 1 and online in trip t	0.057	0.233
Online to offline	Purchased online in trip t – 1 and offline in trip t	0.056	0.230
Offline to offline	Purchased offline in trip t – 1 and offline in trip t, used as the baseline	0.769	0.421
Moderator
PL share	The expenditures (monetary base) for private labels at retailer r divided by the total expenditures at the retailer during the past year prior to the trip t. See Ailawadi et al. (2008) and Koschate-Fischer et al. (2014)	0.230	0.147
Controls
Retailer FE	Dummy variables for retailers
Nearby store count	The number of stores operated by the retailer in the customer’s residential area (on a prefecture level)	35.697	30.527
Annual spending in initial period	Total purchase amount (in yen) at the retailer during the initialization period. Transformed using log(x)	1.977	1.247
Gender	A dummy variable coded 1 for women	0.808	0.394
Age	Age of the customer at the year	45.346	11.827
Family size	Family size of the customer at the year	2.902	1.157
Income	Household income (in millions of yen) of the customer at the year	6.209	2.766
Year-quarter FE	Dummy variables for year and quarter