Time：2023.5.11（Thursday）10:00-12:00

Venue：Room 220, Building 2, Songjiang Campus

Speaker：Song Tingting, Associate Professor of Antai School of Economics and Management at Shanghai Jiao Tong University

Host: Associate Professor Yuan Hui

Topic：Merging Advantages of Online Shopping with Offline Retail: Can In-store Mobile Technologies Increase Offline Consumer Expenditures?

Abstract:

With the remarkable reshaping of consumer shopping behavior by online channel, offline retailers have thus begun to employ in-store mobile technologies that merge online features to stay competitive. However, merging the features of online and offline channels (known as online-merge-offline, or OMO) may have unpredictable effects on consumer expenditures due to the potential information attention reallocation effect and shopping journey expediting effect. In this study, we propose a two-stage analysis framework to empirically investigate the effect of implementing OMO technologies on consumer spending with a unique quasi-experimental dataset. We reveal that OMO technologies do not cause increases in consumer spending but instead reshape consumer shopping behavior. Further granular analyses suggest that OMO technology results in consumer purchasing items from 2.5% more product categories and placing 8.8% more orders with expensive items. However, using OMO technologies also decreases impulsive purchases by 8.6% and reduces shopping time by 18%. As one of the first thorough empirical studies focusing on novel OMO technologies, our findings provide insightful theoretical and practical implications for researchers and practitioners.

Guest Speaker

Song Tingting graduated with a PhD from the School of Economics and Management at Tsinghua University and is currently an associate professor at the Antai School of Economics and Management at Shanghai Jiao Tong University. Her research interests mainly focus on social media, online platforms, AIGC, and more. His paper has been published in top international journals and conferences such as Information Systems Research (ISR), Information&Management, and ICIS. He has led a Natural Science Foundation project and won the 2019 China Information Economics Excellent Achievement Award, the 2020 Management Science and Engineering Society Excellent Doctoral Dissertation Award, and the 2021 CSWIM Best Paper Award.