Despite the proliferation of studies on the sales distribution in e-commerce, little is known about how the sales distribution in online markets is affected by the presence of mobile channels, which have become a significant conduit for e-commerce. Using the large transaction dataset from a leading e-marketplace in Korea, this study empirically investigates how the mobile commerce channel adoption affects e-market users’ search intensity and their aggregated sales distribution. Our user-level analysis to examine the causal effects of mobile channel adoption by e-market users shows that search intensities are associated with head product sales overall, but the relationship largely depends on the product categories. This is contrary to our previous belief that more search activities lead to more tail product sales. We discuss the theoretical implications of our findings.
Park, Yongjin, "The Search Intensity and Sales Distribution of Mobile Channel in E-Commerce" (2018). PACIS 2018 Proceedings. 338.