An Empirical Study of the Cross-Channel Effects between Web and Mobile Shopping Channels

35 Pages Posted: 23 Nov 2016

See all articles by Lei Huang

Lei Huang

Fudan University - School of Management

Xianghua Lu

Fudan University - School of Management

Sulin Ba

University of Connecticut School of Business

Date Written: January 17, 2015

Abstract

With the increasing popularity of mobile applications, more and more e-commerce websites are providing mobile shopping services that enable their consumers to access their products and services through an additional mobile channel. Does the new channel bring new sales or just shift consumers from the web channel to the mobile channel? Using two-and-half years of transaction data from an e-commerce company that expanded its web service onto a mobile platform, we investigated how the newly introduced mobile channel impacted sales of the incumbent web channel, and whether it could stimulate new consumption from consumers. Our empirical results indicate that after the adoption of the mobile channel, the purchases on the web channel were slightly cannibalized, however, the consumers’ purchases increased overall, suggesting that the positive synergy effect of the new channel overrode the negative cannibalization effect. Our investigation contributes to multi-channel e-commerce literature by empirically testing the cross-channel effects of a new mobile channel, and also providing insights for e-retailers interested in introducing a new mobile channel.

Keywords: Mobile Commerce, Multichannel Retailing, Synergy Effect, Cannibalization Effect

Suggested Citation

Huang, Lei and Lu, Xianghua and Ba, Sulin, An Empirical Study of the Cross-Channel Effects between Web and Mobile Shopping Channels (January 17, 2015). Available at SSRN: https://ssrn.com/abstract=2853894 or http://dx.doi.org/10.2139/ssrn.2853894

Lei Huang

Fudan University - School of Management ( email )

No. 670, Guoshun Road
Shanghai, 200433
China

Xianghua Lu

Fudan University - School of Management ( email )

670 Handan Road
Shanghai
China

Sulin Ba (Contact Author)

University of Connecticut School of Business ( email )

368 Fairfield Road
Storrs, CT 06269-2041
United States

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