信息管理与商业智能系学术讲座

时间: 2022年05月31日（周二）14：00-15：00

地点：腾讯会议 会议号：924462236 密码：722722

主持人：卢向华教授

题目：Merging Advantages of Online Shopping with Offline Retail: Can In-store Mobile Technologies Increase Offline Consumer Expenditures?

摘要：

With the remarkable reshaping of consumer shopping behavior by online channel, offline retailers have thus begun to employ in-store mobile technologies that merge online features to stay competitive. However, merging the features of online and offline channels (known as online-merge-offline, or OMO) may have unpredictable effects on consumer expenditures due to the potential information attention reallocation effect and shopping journey expediting effect. In this study, the effect of implementing OMO technologies on consumer spending is empirically investigated with a unique quasi-experimental data set and a two-stage analysis framework. We reveal the counterintuitive finding that OMO technologies do not cause increases in consumer spending but instead reshape consumer shopping behavior at the order level. Further granular analyses suggest that OMO technology results in consumer purchasing items from 2.5% more product categories and placing 8.8% more orders with expensive items. Consequently, consumer spending is 46.3% higher on OMO orders than on conventional orders. However, using OMO technologies also decreases impulsive purchases by 8.6% and reduces shopping time by 18%; reduced spending on non-OMO orders results in no net change on overall expenditures at the consumer level. As one of the first thorough empirical studies focusing on novel OMO technologies, our findings provide insightful theoretical and practical implications for researchers and practitioners.