As smartphones and tablets are becoming ubiquitous, mobile ecommerce is also evolving rapidly. Consumers can shop on mobile devices in two ways; they either open a mobile browser and visit a retailer's website, or download the retailer's mobile app and shop within the app. However, it is unclear how retailers should manage these two emerging channels together. This proposed study aims to investigate the relationship between mobile web and mobile app channels by analyzing how a change to one channel affects the outcome in the other. To infer causality, we utilize an exogenous event in the mobile web channel to assess how it influences the demand of retailers' mobile apps. The results could reveal whether these two mobile channels complement or substitute each other. This study contributes to the literature of multi-channel management in mobile commerce and provides important managerial implications for retailers to better leverage the growing mobile channels.
Yuan, Ziqing and Chen, Hailiang, "The Relationship between Mobile Web and Mobile App Channels for Retailers" (2018). PACIS 2018 Proceedings. 236.