Effects of visit behavior on online store sales performance: personal computer (PC) versus mobile channels

Purpose This study examines the dynamic relationships of visit behavior in the multiple channels [personal computer (PC) and mobile channels] on online store sales performance. Design/methodology/approach The empirical data were from an online store for the period between August 14, 2015 and May 15, 2016. The data consisted of consumer visit behavior and online store sales performance. Vector autoregression with an exogenous variables model was adopted to investigate the dynamic relationships. Findings The empirical results show significant relationships between visit behavior metrics (number of visitors, average number of visits per visitor and average length of each visit) in the two channels and online store sales performance. The number of visitors through the PC and mobile channels strongly and positively affects online store sales performance both in the short term and in the longer term. Moreover, the number of visitors in the PC channel has the strongest influence on sales performance metrics, followed by the number of visitors and the average number of visits in the mobile channel. The PC channel's visit behavior metrics explain a larger proportion of the sales performance variance than that in the mobile channel. Originality/value The previous literature on consumer behavior in multichannel marketing mainly focuses on channel selection or migration, and examines the different factors affecting channel choice behavior. Little is known about the impacts of visit behavior in the multiple channels. This study adopts the heuristic-systematic information processing theory to unveil the impacts of visit behavior metrics in the PC and mobile channels on online store sales performance.