时 间：2023年5月11日（周四）上午10:00-12:00
地 点：松江校区2220室
主讲人：宋婷婷 上海交通大学 安泰经济管理学院 副教授
主持人：袁 慧 副教授
主 题：Merging Advantages of Online Shopping with Offline Retail: Can In-store Mobile Technologies Increase Offline Consumer Expenditures?
讲座摘要：
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.
嘉宾简介：
宋婷婷，清华大学经济管理学院博士毕业，现任上海交通大学安泰经济管理学院副教授，研究兴趣主要集中在社交媒体、在线平台、AIGC等。其论文发表在Information Systems Research (ISR)、Information & Management、ICIS等国际顶级期刊和会议上，主持自然科学基金项目，获得2019年中国信息经济学优秀成果奖、2020年管理科学与工程学会优秀博士学位论文奖、2021年CSWIM 最佳论文等。
（承办：信息管理与决策科学系，数据科学与智能决策研究所，科研与师资发展办公室）
