现代产业经济学系列讲座第245期

时   间：2023年6月14日（周三）15:30-17:00

地   点： 管理学院李达三105室

题   目：Stores Going Online: Market Expansion or Cannibalization?

主讲人：Si Zuo 康奈尔大学

主持人：古定威  复旦大学管理学院

摘    要：

With the continual growth of e-commerce, many brands have opened online sales channel alongside with their traditional brick-and-mortar (B&M) stores. Consumers usually incur lower shopping costs from purchasing online, so the presence of an online store tend to cannibalize sales of the corresponding B&M store. However, online sales may expand the market for the B&M store by increasing consumer awareness of the brand and transmitting product information. We use a unique dataset of 308 B&M stores matched with their online stores on Taobao to investigate the two countervailing effects. We utilize rainy days and Covid outbreaks as offline-exclusive demand shocks to identify the (negative) cannibalization effect of online sales on B&M stores. We use Taobao live streaming and Double-11 shopping festival as online-exclusive demand shocks to identify the (positive) informative effect. Our findings reveal that categories of home, clothing, cosmetics, and jewelry suffer the most from the opening of online stores, while amusement and personal care stores are not affected. We also find that local stores experience both large negative and small positive effects. Based on survey data, we uncover the main mechanisms behind these heterogeneous results. Our study unveils the complex relationship between online and offline sales and offer insights into the strategies and operations of store managers and shopping malls in the digital age.

简    介:

Si Zuo is a fifth-year Ph.D. candidate in Strategy and Business Economics, SC Johnson Graduate School of Management & Economics Department, Cornell University. Her research interests are industrial organization and quantitative marketing, covering platform, online retailing and ML algorithms. Her research methodologies include casual inference, structural estimation, machine learning, and game theory model.

应用经济学系

2023-6-6