Start Date
10-12-2017 12:00 AM
Description
In this study we investigate how the mobile channel adoption by e-market users affects their search intensity and the shape of their aggregated sales distribution in the e-marketplace. Our analysis results based on the large data-set obtained from a leading e-marketplace in Korea show that the mobile channel adoption encourages search activities in the e-marketplace, but decreases the chance of purchasing tail products overall. This is contrary to the previous belief that more search activities by e-market users lead to the increase in market shares of tail products. Specifically, the display rank of orders made by e-market users is lowered by their adoption of the mobile channel, suggesting more alternatives are considered to make the order by the adoption. The share of head products in their aggregated sales distribution, however, is increased by the adoption. We have also found inconsistent patterns of the adoption effect across product categories.
Recommended Citation
Park, Yongjin; Bang, Youngsok; and Ahn, Jae-Hyeon, "Search Affordances and Constraints of Mobile Channel in e-Marketplace: An Empirical Investigation on Sales Distribution" (2017). ICIS 2017 Proceedings. 24.
https://aisel.aisnet.org/icis2017/EBusiness/Presentations/24
Search Affordances and Constraints of Mobile Channel in e-Marketplace: An Empirical Investigation on Sales Distribution
In this study we investigate how the mobile channel adoption by e-market users affects their search intensity and the shape of their aggregated sales distribution in the e-marketplace. Our analysis results based on the large data-set obtained from a leading e-marketplace in Korea show that the mobile channel adoption encourages search activities in the e-marketplace, but decreases the chance of purchasing tail products overall. This is contrary to the previous belief that more search activities by e-market users lead to the increase in market shares of tail products. Specifically, the display rank of orders made by e-market users is lowered by their adoption of the mobile channel, suggesting more alternatives are considered to make the order by the adoption. The share of head products in their aggregated sales distribution, however, is increased by the adoption. We have also found inconsistent patterns of the adoption effect across product categories.