报告题目：Can Online-Merge-Offline Technology Create Incremental Revenues in Offline Retail?
时间：2021年12月09日 14:00-16:00
会议地点：腾讯会议 867-468-982
举办人：杨光飞
报告内容和摘要：
This study focuses on a broadly-adopted but greatly-underexplored technology in offline retail – online-merge-offline (OMO) technology (e.g., “Scan-and-Go”). Although novel technologies have been documented to always improve customer experience, how OMO reshapes customers’ shopping behaviors and whether it can reinforce retailers’ economic revenues are ambiguous. Based on a unique fine-grained dataset from an offline-oriented retailer who initiated an OMO technology, we empirically reveal that the initiation of OMO renders customers to purchase more orders but perform less impulsive consumption. These shopping behaviors are accompanied with insignificant incremental revenues caused by the OMO for retailers. We propose and validate several nontrivial mechanisms that contribute to the findings.
报告人简介：
宋婷婷，安泰经济管理学院信息技术与创新系副教授，研究兴趣主要集中在社交媒体、AI和在线平台。其论文发表在ISR, I&M等国际期刊上，获得2019年中国信息经济学优秀成果奖、2020年管理科学与工程学会优秀博士学位论文奖、2021年CSWIM 最佳论文等。
上一条：2022年经济管理学院海外学习项目宣讲会
下一条：对标CPTPP推进上海自贸试验区深化开放研究
【关闭】
