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Author: Haoyan Sun
Publisher:
ISBN:
Category : Internet marketing
Languages : en
Pages : 100
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Book Description
In this dissertation, I examine problems that related to the phenomena of online marketplace. I specifically study how different forms of digital communications affect consumers and how online sellers can strategically adopt these tools to connect with them. In this dissertation, I investigate the effectiveness of various digital marketing strategies, such as sponsored search, social media endorsement, live chat, and buyer protection program, and how both the platform and marketplace sellers can leverage those tools to improve their businesses. The findings suggest that platforms should keep providing innovation tools to help online sellers to grows, it will not only be beneficial to the sellers, but also be critical to the growth of online platforms.
Author: Haoyan Sun
Publisher:
ISBN:
Category : Internet marketing
Languages : en
Pages : 100
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Book Description
In this dissertation, I examine problems that related to the phenomena of online marketplace. I specifically study how different forms of digital communications affect consumers and how online sellers can strategically adopt these tools to connect with them. In this dissertation, I investigate the effectiveness of various digital marketing strategies, such as sponsored search, social media endorsement, live chat, and buyer protection program, and how both the platform and marketplace sellers can leverage those tools to improve their businesses. The findings suggest that platforms should keep providing innovation tools to help online sellers to grows, it will not only be beneficial to the sellers, but also be critical to the growth of online platforms.
Author: Priscilla Yung Medeiros
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Author: Jinyang Zheng
Publisher:
ISBN:
Category :
Languages : en
Pages : 178
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Book Description
This dissertation provides a comprehensive investigation of online two-sided markets from empirical perspective. The four essays included propose research questions from four different angles and answer those questions by using four correspondingly matched empirical setups. In essay 1, we study the adoption of online two-sided market by investigating how two-sided sales promotion affects drivers’ willingness to use the TNC app and how the TNC develops its optimal promotion strategies accordingly. We find that the substantial value of early promotion not only encourages current usage but also fosters learning that sustains drivers’ use of the app afterward. The results also show that revealed tips from passengers signal low quality of service and that platform cashback to passengers has a positive effect on drivers by increasing drivers’ chances of being rewarded. In essay 2, we investigate the information asymmetry problem of online two-sided market by measuring the effect of platform endorsements and consumer-generated reputation on demand in the online service marketplace and the effect of a “conform or be cast out” policy that is applied by the platform to ensure that sellers have platform refund insurance on the platform-wide quality and competency. We find that individuals have relatively consistent sensitivity to consumer-generated reputation, but different perceptions of platform endorsements, some of which could have a negative effect on demand. Regarding the “conform or be cast out” policy, we find that, even though casting-out reduces the variety of sellers and, thus, decreases platform-wide demand and consumer welfare, the negative effect is offset by sellers’ having platform refund insurance. In essay 3, we study the social influence of online two-sided market by investigating how a review-in-review (RIR) affects rating behavior. We find measurable evidence that individuals rate, in part, to satisfy their expectation of gaining social capital. The average rater weights social capital gain at approximately 20%. In essay 4, we examined the role of the mega player in the online two-sided market by estimating the spillover effects of WeChat on the other top-50 most frequently used apps in China. We find that the spillover effects of WeChat are limited; in fact, only two other only two other apps, Tencent News and Taobao, receive positive spillover effects from WeChat.
Author: Mengxi Wu (Ph. D.)
Publisher:
ISBN:
Category :
Languages : en
Pages : 115
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Book Description
This dissertation is a collection of three empirical essays studying consumer behavior and firm strategy in the digital economy. The first chapter examines how consumers learn from their market experience in an online marketplace. Using consumers' six-month purchase history data in a unique empirical setting in one of China's largest e-commerce platforms, I find that consumers buy from cheaper sellers as they gain market experience. To investigate how market experience improves the outcomes of price search, I incorporate price learning into a flexible structural search model, in which consumers have Dirichlet priors and update their price beliefs based on their past purchase prices in a Bayesian fashion. The results suggest that consumers have an upward bias in their prior price beliefs and are increasingly more price sensitive as they gain market experience. Early in a consumer's purchase history, the memory of sellers and prices from previous purchases accounts for a large portion of the price improvements, whereas an increasing price sensitivity plays a larger role in explaining the price advantage later on. The second chapter investigates whether the new form of quality disclosure in the digital age - online reviews - incentives restaurants to improve quality. With little local information, tourists rely more on online reviews for restaurant recommendation than locals. Exploiting this source of variation in the impact of online reviews on restaurants, I study the trend of Yelp ratings for chain-affiliated restaurants in Las Vegas between 2005 and 2015. After controlling for common trends of restaurant chains and zip-code areas, I find that for chains with a moderate size, the customer reviews of their units closer to the Strip - the center of Las Vegas tourist activity - improve significantly more during the eleven-year data period when online reviews gain popularity, while the Strip units initially had worse ratings than the off-the-Strip units in the early days of online reviews. No such difference is found for very small, regional chains or large, multinational chains. While market transparency is expected to increase as a result of the digital economy, in the third chapter I document the obfuscation strategies that merchants implement on an e-commerce platform with a price-comparison feature. Furthermore, I present evidence that sellers intentionally engage in the price obfuscation strategy to be more profitable and find a systematic relation between seller experience and their choice of obfuscation strategies: experienced sellers are more likely to use the bait-pricing strategy by advertising a low price, while new sellers tend to combine similar products into one listing to appear more popular and also offer the lowest price. In addition, consistent with results found in the first chapter, consumers with less market experience are more prone to being exploited by price obfuscation.
Author: Bo-chiuan Su
Publisher:
ISBN:
Category :
Languages : en
Pages : 500
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Book Description
Author: Matthias Schu
Publisher: Springer
ISBN: 3658182156
Category : Business & Economics
Languages : en
Pages : 147
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Book Description
Matthias Schu examines three main topics in his research: The intention of store-based retail and wholesale companies to open up an own online channel, factors determining the foreign market selection behavior of online retailers as well as factors affecting the speed in the internationalization process of online retailers. New insights for retail research and management are presented and contribute to existing knowledge; the study is valuable for academic researchers and for practitioners who are interested in a thorough analysis of online retailing from a strategic and theoretical perspective.
Author:
Publisher: Stanford University
ISBN:
Category :
Languages : en
Pages : 161
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Author: Matthew Morgan Gulker
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Book Description
The widespread adoption of the internet has been one of the most significant events of the past ten years. While few would doubt, and many have predicted, the potential for the internet to vastly change many aspects of consumer markets, the data to test these predictions is only now becoming available. All three chapters of this dissertation were motivated, at least in part, by the need to turn casual speculation about the internet's impact on consumer markets into empirical fact. Chapter 1 investigates the effect of new competition from the online channel on the profitability of incumbent "brick and mortar" firms. The number of brick and mortar travel agents in the United States decreased by 38 percent between 1997 and 2003. In this chapter, I attempt to understand and quantify the extent to which the massive wave of internet adoption during this period was responsible for this observed pattern of exit. To do so, I combine data from four different sources to construct a panel data set of county level measures of demand for travel services associated with internet- adopting and non-adopting households. Importantly, these measures are disaggregated into demand for air travel services and non-air travel services, as the latter may be more difficult for households to purchase online. I then develop and estimate a model of brick and mortar agent profits. I find that household internet adoption primarily reduces profits associated with arranging air travel services, while leaving profits associated with other travel services relatively unchanged. Because internet adopters already accounted for 75 percent of air travel spending by 2003, counterfactual simulations suggest that the majority of travel agents that survived the current wave of internet adoption will remain profitable in the longer run, even as internet penetration rates approach 100 percent. Chapter 2 examines price dispersion in online retail markets. Previous empirical studies of price dispersion in the online retail channel have been constrained by a lack of data on actual sales. I employ a dataset of new and used compact discs listed on the online marketplace Half.com, where it is possible to infer when sales take place, to analyze the determinants of consumers' choices of sellers and sellers' pricing decisions. Estimates of a multinomial logit model of consumers' choices of sellers with whom to transact show substantial persistence in buyers' demand for sellers who do not charge the lowest price. Specifically, some proportion of consumers do not select the seller listing the lowest price for an item, even after adjusting for all available measures of seller quality. Through simulations, I demonstrate that these idiosyncracies often result in optimizing firms choosing not to be the lowest priced seller of a given item. When coupled with heterogeneity in the time horizons over which Half.com sellers intend to sell items, the simulations demonstrate that these pricing incentives are enough to rationalize observed levels of dispersion in sale prices. Finally, an analysis of the pricing decisions of new entrants offers evidence consistent with predictions generated by the simulations. Chapter 3 investigates the effect of broadband adoption on the activities in which individuals engage online. Estimating the causal relationship between broadband internet connection and individuals' online behavior is challenging, due to the fact that early broadband adopters have unobservable preferences over internet technology that influence their activities online prior to attaining a high-speed connection. I employ a unique identification strategy to estimate the direct causal effect of a broadband connection on the probability that individuals engage in thirteen common online activities (such as email, shopping, and banking). The strategy depends on individuals who identify themselves in a census survey as wanting to have a home broadband connection, but being constrained from doing so because the service is not available in their area. Because this group has the preferences associated with broadband adopters without the actual high-speed connection, I am able to decompose the positive correlation between broadband use and the probability of engaging in each online activity into the portion driven by the actual connection, and the portion driven by unobserved preferences. The results vary widely across activities, with the direct effect of broadband driving all of the positive correlation in some cases, none of it in others, and many cases in between. The importance of the direct effect relative to the effect of unobserved preferences increases with both the amount of information that must be transmitted over the internet, and the amount of time that must be spent online. In addition to a baseline probit specification, I also include propensity score matching and panel data regressions to verify my results.
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author: Yulia Nevskaya
Publisher:
ISBN:
Category : Consumer goods
Languages : en
Pages : 146
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Book Description
"The rapid transition of shopping and consumption to the Internet makes it important to understand the specifics and implications of these online activities for firms and consumers. The first and second essays are empirical studies explaining the consumption of an online entertainment product. Their novelty is the focus on the process of consumption, as opposed to a purchase decision. The main challenge in studying consumption in academic marketing has been the lack of empirical data, which led to this area being understudied. This dissertation employs unique datasets that track consumer interactions with an online video game. The first essay concentrates on the product characterized by frequent updates and progression of consumer involvement and explains the determinants of success for this product type. The second essay aims at disentangling the product usage drivers: intrinsic preferences, external rewards provided by the firm, and past consumption in the form of habit. The essays contribute to the marketing field by suggesting empirical models of product usage that can be applied to a number of product categories. While both essays use empirical dynamic structural modeling as research methodology, the second one in particular provides extensions to methods of estimating dynamic structural models in continuous time to allow for a consumer state not observable by the researcher. The studies run counterfactual analyses to demonstrate the impact of changes in products on consumer involvement and provide managerial recommendations. The third essay is a theoretical investigation of the implications of information asymmetry that exists between consumers and sellers in the context of online product reviews. This essay demonstrates that the lack of information about consumer heterogeneity prevents an individual from correctly inferring the true product quality from product reviews. Using a structural dynamic model and simulations, the study shows that in the market where information asymmetry is eliminated, the firms are able to earn higher profits. The findings are in line with the empirical evidence that online sellers try to reduce the information asymmetry by disclosing previous ratings by consumer type to their prospective customers"--Page iv-v.
