Frequency of purchase and the prediction of buying behavior in direct mail

Abstract

The research investigates the relationship between frequency of purchase through direct mail and the purchase of products offered by mail. Although this relationship proved generally positive, in some instances a negative relationship was found. Two variables are proposed to explain these conflicting results: direct mail preference-the preference of consurners towards buying by mail-and income, which serves as a proxy for the preference of consumers to the particular product. Subsequently, the practice of target selection in the direct mail industry is examined vis-a-vis these t w o variables.

Customer behavior in electronic commerce: The moderating effect of e-purchasing experience

“…However, not all studies find these results. In some cases, there is a negative relation between these variables (Ganzach, 1993). This is because different variables to measure IT experience may be not always equivalent.…”

Vicarious exploration and catalog shopping: a preliminary investigation

“…While frequency can be useful in predicting the probability of purchase through catalogs, other less quantifiable behavioral factors also play an important role in predicting in-home shopping behavior. For example, a positive image of the shopping medium is necessary, though not sufficient to win the patronage of consumers (Ganzach, 1993).…”