Academic SeminarHow Does the Mobile Channel Reshape the Sales Distribution in E-Commerce?
- 2019-01-21 ~ 2019-01-21
- School of Management Engineering
We would like to invite you to participate in Management Engineering(ME) Seminar.
1. When: January 21st (Monday), 16:00~17:20
2. Where: Chey A Hall
3. Speaker: Yongjin Park (Ph.D Candidate, KAIST)
4. Topic: How Does the Mobile Channel Reshape the Sales Distribution in E-Commerce?
5. Research field: IT Management
* Lecture will be delivered in English.
Despite the proliferation of studies on sales distributions in e-commerce, little is known about how such a distribution in online markets is affected by the presence of mobile channels, which have become a significant conduit for e-commerce. Using a large transaction dataset from a leading e-marketplace in South Korea, this study empirically investigates (1) how the sales distribution in the mobile commerce channel is different from the sales distribution in the traditional PC channel, and (2) how mobile commerce channel adoption (as a search and purchase channel) affects e-market users’ search intensity and their aggregated sales distribution. Our analysis in comparing the sales distributions between the PC and mobile channels reveals that transactions in the mobile channel are more concentrated on “head” products, compared to the PC channel sales. The subsequent user-level analysis in examining the causal effects of the first purchase in the mobile channel on e-market users’ search intensity and aggregated sales distribution, reveals that e-market users search more, but are less (more) likely to choose tail (head) products, after making the first purchase in the mobile channel. This finding is contrary to our previous belief that more search activities lead to more “tail” product sales. The relationship between search intensity and head (tail) product sales, however, largely depends on the product categories. We discuss the theoretical implications of our findings.