How online retailers compete: duplication of purchase and natural monopoly in e-commerce
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F25%3AA0000555" target="_blank" >RIV/47813059:19520/25:A0000555 - isvavai.cz</a>
Result on the web
<a href="https://www.tandfonline.com/doi/full/10.1080/09593969.2024.2448787?scroll=top&needAccess=true" target="_blank" >https://www.tandfonline.com/doi/full/10.1080/09593969.2024.2448787?scroll=top&needAccess=true</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1080/09593969.2024.2448787" target="_blank" >10.1080/09593969.2024.2448787</a>
Alternative languages
Result language
angličtina
Original language name
How online retailers compete: duplication of purchase and natural monopoly in e-commerce
Original language description
This study explores the application of two marketing empirical generalizations in the e-commerce context: the Duplication of Purchase Law, which posits that brands share customers in proportion to market share, and the Natural Monopoly Law, suggesting that popular brands dominate light buyer choices. Using a sample of 953 consumers, the study assessed purchasing patterns in online retail. The analysis revealed that online retailer brands exhibit a pattern consistent with the Duplication of Purchase, with customer duplication level in correlation with market share. Furthermore, large online retailers of electronic goods were found to benefit from a competitive advantage under the Natural Monopoly Law, marginalizing smaller competitors by attracting light buyers. These findings offer valuable insights into the e-commerce market dynamics, with implications for marketing strategies and competitive positioning.
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2025
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
INTERNATIONAL REVIEW OF RETAIL DISTRIBUTION AND CONSUMER RESEARCH
ISSN
0959-3969
e-ISSN
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Volume of the periodical
35
Issue of the periodical within the volume
5
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
18
Pages from-to
527-544
UT code for WoS article
001388665800001
EID of the result in the Scopus database
2-s2.0-85213884549