J 2025

How online retailers compete: duplication of purchase and natural monopoly in e-commerce

KLEPEK, Martin

Základní údaje

Originální název

How online retailers compete: duplication of purchase and natural monopoly in e-commerce

Autoři

Vydání

INTERNATIONAL REVIEW OF RETAIL DISTRIBUTION AND CONSUMER RESEARCH, 2025, 0959-3969

Další údaje

Jazyk

angličtina

Typ výsledku

Článek v odborném periodiku

Obor

50204 Business and management

Stát vydavatele

Česká republika

Utajení

není předmětem státního či obchodního tajemství

Odkazy

Impakt faktor

Impact factor: 3.000 v roce 2024

Organizační jednotka

Obchodně podnikatelská fakulta v Karviné

DOI

UT WoS

001388665800001

EID Scopus

2-s2.0-85213884549

Klíčová slova anglicky

Brand-switching; consumer behavior; e-commerce; empirical generalization; marketing strategy
Změněno: 15. 12. 2025 16:10, doc. Ing. Martin Klepek, Ph.D.

Anotace

V originále

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.