【主講】新加坡管理大學助理教授唐倩

【題目】展廳還是競争：品牌選擇如何影響線下商店對網絡商店的沖擊

【時間】2015年5月22日（周五）15.00-17.00

【地點】清華經管學院偉倫樓385

【語言】英文

【摘要】The availability of both online and offline markets allows consumers to take advantage of one market to facilitate purchasing in the other. In particular, the number of showrooming consumers is on the rise; that is, an increasing number of consumers browse products in store and make purchases online. We empirically examine the effect of local shoe store openings on a competing shoe retailer that operates exclusively online. Both showrooming and competing effects can play a role: Under the showrooming effect, the local store opening can lead to more purchases for the online retailer, whereas the competing effect created by the local store opening can substitute demand away the online retailer. We examine when one effect dominates the other. Local stores are differentiated based on brand selection, single-brand (e.g., Aldo and Clarks) and mixed-brand (e.g., DSW and Famous Footwear) stores. We find that showrooming effect is dominant for single-brand store openings, and competing effect is dominant for mixed-brand store openings. While both types of local store openings can stimulate demand for shoes, single-brand openings often create more buzz, as the brand manufacturer tends to invest more heavily on marketing and store experience. Meanwhile, mixed-brand stores are more likely to supply consumers with the shoes that match their preferences. Thus, in comparison, single-brand openings stimulate more demand but have fewer choices for consumers. The stimulated demand then spills over to the online retailer where more brands and products are available. We find consistent result in terms of the revenue of the online retailer. On average, single-brand openings raise the online retailer’s weekly revenues by nine percent, whereas mixed brand openings lead to an eleven-percent reduction in weekly revenues. Our work contributes to the multi-channel literature by studying the channel effects across different retailers. The findings also provide novel insights through identifications of both positive and negative effects of local store openings on the online retailer.

【簡曆】唐倩老師的簡曆