Investigating the Sales Spillover Effects of Online Product Sampling in E-Commerce

Proceedings of the 2017 International Conference on Information Systems (ICIS 2017). https://aisel.aisnet.org/icis2017/EBusiness/Presentations/23/

The University of Auckland Business School Research Paper Series

Posted: 18 Oct 2021

See all articles by Ying Zhang

Ying Zhang

University of Auckland Business School

Khim Yong Goh

National University of Singapore (NUS)

Zhijie Lin

Tsinghua University - School of Economics and Management

Date Written: 2017

Abstract

Research investigating the sales impacts of product sampling in e-commerce still lags. We attempt to answer: (1) How does the sampling of a product affect the sales of other products in the same store (i.e., in-store spillover effect)? (2) How does the sampling of a product affect the sales of the same product in other stores (i.e., cross-store spillover effect)? (3) How do the in-store and cross-store sales spillover effects vary across product types (i.e., search, experience and credence products)? Using data from a Chinese e-commerce platform, we employ panel-data model estimation techniques to find evidence of the sales spillovers of product sampling. Specifically, the sampling of a search (experience) product increases (decreases) the sales quantity of other products in the same store by 18.9% (9.4%). However, cross-store spillover effects only exist for experience products’ sampling, which increases the sales of the same product in another store by 16.5%.

Suggested Citation

Zhang, Ying and Goh, Khim Yong and Lin, Zhijie, Investigating the Sales Spillover Effects of Online Product Sampling in E-Commerce (2017). Proceedings of the 2017 International Conference on Information Systems (ICIS 2017). https://aisel.aisnet.org/icis2017/EBusiness/Presentations/23/ , The University of Auckland Business School Research Paper Series, Available at SSRN: https://ssrn.com/abstract=3942171

Ying Zhang (Contact Author)

University of Auckland Business School ( email )

12 Grafton Rd
Private Bag 92019
Auckland, 1010
New Zealand

HOME PAGE: https://unidirectory.auckland.ac.nz/people/profile/zhang-ying

Khim Yong Goh

National University of Singapore (NUS) ( email )

15 Computing Drive
Singapore, 117418
Singapore
65-65162832 (Phone)
65-67791610 (Fax)

HOME PAGE: http://www.comp.nus.edu.sg/~gohky

Zhijie Lin

Tsinghua University - School of Economics and Management ( email )

Haidian District
Beijing, Beijing 100084
China

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