Ni Huang, Probal Mojumder, Tianshu Sun, Jinchi Lv, Joseph M. Golden
Online commerce websites often request users to register in the online shopping process. Recognizing the challenges of user registration, many websites opt to delay their registration request until the end of the conversion funnel (i.e., ex-post registration request), our study explores an alternative approach by asking users to register with the website at the beginning of their shopping journey (i.e., ex-ante registration request). Guided by a stylized analytical model, we conducted a large-scale randomized field experiment in partnership with an online retailer in the U.S. to examine how the ex-ante request affects users' registration decision, short-term conversion, and long-term purchase behavior. Specifically, we randomly assign the new users in the website’s incoming traffic to one of the two experimental groups: one with an ex-ante registration request preceding the ex-post request (treatment), and the other with only an ex-post registration request (control). Our results show that the ex-ante request leads to an increased probability of user registration, that is, the users in the treatment group on average are relatively 58.08% more likely to register with the website than those in the control group. Furthermore, even though we observe null evidence on the immediate effects of the ex-ante request on short-term conversion, the ex-ante request leads to significant increases in customer purchases in the long run. Based on our estimation of the local average treatment effects, the ex-ante registered users are relatively 10.89% more likely to make a purchase, place relatively 16.76% greater number of orders, and generating relatively 13.22% higher total revenue for the firm in the long run. Further investigation into the long-term and short-term effects points to several underlying mechanisms, such as firm-initiated interaction, consumers’ usage continuity, and screening of low-interest users. We also conducted several robustness checks with the heterogeneous treatment effects on registration by device and day of week, and the long-term effects on purchase over an extended observation window. Our study provides managerial implications to the e-commerce websites on customer conversion and contributes to the research on IT artifact design.
{"title":"Not Registered? Please Sign-up First: A Randomized Field Experiment on the Ex-Ante Registration Request","authors":"Ni Huang, Probal Mojumder, Tianshu Sun, Jinchi Lv, Joseph M. Golden","doi":"10.2139/ssrn.3465315","DOIUrl":"https://doi.org/10.2139/ssrn.3465315","url":null,"abstract":"Online commerce websites often request users to register in the online shopping process. Recognizing the challenges of user registration, many websites opt to delay their registration request until the end of the conversion funnel (i.e., ex-post registration request), our study explores an alternative approach by asking users to register with the website at the beginning of their shopping journey (i.e., ex-ante registration request). Guided by a stylized analytical model, we conducted a large-scale randomized field experiment in partnership with an online retailer in the U.S. to examine how the ex-ante request affects users' registration decision, short-term conversion, and long-term purchase behavior. Specifically, we randomly assign the new users in the website’s incoming traffic to one of the two experimental groups: one with an ex-ante registration request preceding the ex-post request (treatment), and the other with only an ex-post registration request (control). Our results show that the ex-ante request leads to an increased probability of user registration, that is, the users in the treatment group on average are relatively 58.08% more likely to register with the website than those in the control group. Furthermore, even though we observe null evidence on the immediate effects of the ex-ante request on short-term conversion, the ex-ante request leads to significant increases in customer purchases in the long run. Based on our estimation of the local average treatment effects, the ex-ante registered users are relatively 10.89% more likely to make a purchase, place relatively 16.76% greater number of orders, and generating relatively 13.22% higher total revenue for the firm in the long run. Further investigation into the long-term and short-term effects points to several underlying mechanisms, such as firm-initiated interaction, consumers’ usage continuity, and screening of low-interest users. We also conducted several robustness checks with the heterogeneous treatment effects on registration by device and day of week, and the long-term effects on purchase over an extended observation window. Our study provides managerial implications to the e-commerce websites on customer conversion and contributes to the research on IT artifact design.","PeriodicalId":370988,"journal":{"name":"eBusiness & eCommerce eJournal","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-10-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123055770","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Since crowdfunding first appeared, and with the proliferation of platforms in recent years, various systems and formulas of operation have appeared within the general crowdfunding model. One such system, still in its early days, is match-funding (co-funding between citizens and institutions), which permits public and private organizations to double financial contributions for projects from individual users. This paper focuses on the Goteo.org platform, a pioneer in the international development of this model. The advantages and impact of this method of crowdfunding compared to the traditional method is analyzed using data collected on the behavior in 14 match-funding calls for projects on Goteo.org in the last 5 years. The results show that match-funding campaigns are more likely to be successful, significantly increase average donations and generate new dynamics of institutional cooperation and proximity in the support for initiatives.
{"title":"Match-Funding as a Formula for Crowdfunding","authors":"Enric Senabre Hidalgo, Mayo Fuster Morell","doi":"10.2139/ssrn.3465172","DOIUrl":"https://doi.org/10.2139/ssrn.3465172","url":null,"abstract":"Since crowdfunding first appeared, and with the proliferation of platforms in recent years, various systems and formulas of operation have appeared within the general crowdfunding model. One such system, still in its early days, is match-funding (co-funding between citizens and institutions), which permits public and private organizations to double financial contributions for projects from individual users. This paper focuses on the Goteo.org platform, a pioneer in the international development of this model. The advantages and impact of this method of crowdfunding compared to the traditional method is analyzed using data collected on the behavior in 14 match-funding calls for projects on Goteo.org in the last 5 years. The results show that match-funding campaigns are more likely to be successful, significantly increase average donations and generate new dynamics of institutional cooperation and proximity in the support for initiatives.","PeriodicalId":370988,"journal":{"name":"eBusiness & eCommerce eJournal","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-10-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121037809","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
We study how online video platforms affect the sales volume and sales distribution of recorded music. To do so, we study two events that removed and then partially restored access to online music videos for consumers in Germany. Because of a legal dispute, virtually all music videos were blocked from YouTube, which led to a decrease in record sales of about 5%–10%. When the dedicated platform Vevo entered a few years later, record sales increased again by a similar amount. This is effect can be attributed to user-generated content (fan videos and cover versions) as much as to official music videos. Record sales of newcomer artists and mainstream music benefit disproportionally. We discuss the implications for debates on the reform of compulsory licensing rules and copyright.
{"title":"Video Killed the Radio Star? Online Music Videos and Recorded Music Sales","authors":"T. Kretschmer, Christian Peukert","doi":"10.2139/ssrn.2425386","DOIUrl":"https://doi.org/10.2139/ssrn.2425386","url":null,"abstract":"We study how online video platforms affect the sales volume and sales distribution of recorded music. To do so, we study two events that removed and then partially restored access to online music videos for consumers in Germany. Because of a legal dispute, virtually all music videos were blocked from YouTube, which led to a decrease in record sales of about 5%–10%. When the dedicated platform Vevo entered a few years later, record sales increased again by a similar amount. This is effect can be attributed to user-generated content (fan videos and cover versions) as much as to official music videos. Record sales of newcomer artists and mainstream music benefit disproportionally. We discuss the implications for debates on the reform of compulsory licensing rules and copyright.","PeriodicalId":370988,"journal":{"name":"eBusiness & eCommerce eJournal","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129598834","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The phenomenal role of the Information and Communication Technology (ICT) in the delivery of citizen services in the public or government sector as well as private sector has been gaining momentum. The technology and the methods used in e-governance project provide a roadmap for efficient delivery of citizen services at the convenience and comfort of people. E-governance ensures equitable access to public services, accountability and transparency in the governing process, saving of time due to provision of services through single window, reduction in corruption, convenience and empowerment. The use of ICT in provision of citizen services helped in easing of doing business processes. ICT enabled e-governance platform has paved way for the businessmen to perform their processes easily, quickly, conveniently and transparently. The present descriptive research paper attempts to provide an understanding of the concepts of “Ease of Doing Business�? and “e-Governance�?; to exhaustively explore e-governance initiatives and to identify the challenges in implementing e-governance in Indian context. For the purpose of present research paper, only secondary data sources are explored and various research articles, research papers and related e-governance websites are visited and analysed.
{"title":"Ease of Doing Business and E-Governance in India – Initiatives and Challenges","authors":"R. S","doi":"10.2139/ssrn.3446589","DOIUrl":"https://doi.org/10.2139/ssrn.3446589","url":null,"abstract":"The phenomenal role of the Information and Communication Technology (ICT) in the delivery of citizen services in the public or government sector as well as private sector has been gaining momentum. The technology and the methods used in e-governance project provide a roadmap for efficient delivery of citizen services at the convenience and comfort of people. E-governance ensures equitable access to public services, accountability and transparency in the governing process, saving of time due to provision of services through single window, reduction in corruption, convenience and empowerment. The use of ICT in provision of citizen services helped in easing of doing business processes. ICT enabled e-governance platform has paved way for the businessmen to perform their processes easily, quickly, conveniently and transparently. The present descriptive research paper attempts to provide an understanding of the concepts of “Ease of Doing Business�? and “e-Governance�?; to exhaustively explore e-governance initiatives and to identify the challenges in implementing e-governance in Indian context. For the purpose of present research paper, only secondary data sources are explored and various research articles, research papers and related e-governance websites are visited and analysed.","PeriodicalId":370988,"journal":{"name":"eBusiness & eCommerce eJournal","volume":"19 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116902116","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This paper addresses the importance of E-commerce in a difficult economic situation and challenges that e-commerce company’s face, and also their strategic management towards the organizations' success. The design/methodology of this paper takes some practical examples of some e-commerce companies and studies that were realized in this specific field. The paper defines the benefits of e-commerce in difficult economic times and rapid development of e-commerce.
{"title":"The Importance of E-Commerce","authors":"Besim Kamberaj","doi":"10.2139/ssrn.3434315","DOIUrl":"https://doi.org/10.2139/ssrn.3434315","url":null,"abstract":"This paper addresses the importance of E-commerce in a difficult economic situation and challenges that e-commerce company’s face, and also their strategic management towards the organizations' success. The design/methodology of this paper takes some practical examples of some e-commerce companies and studies that were realized in this specific field. The paper defines the benefits of e-commerce in difficult economic times and rapid development of e-commerce.","PeriodicalId":370988,"journal":{"name":"eBusiness & eCommerce eJournal","volume":"14 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-08-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121899633","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
We study a new source of bias in online review platforms that originates from the popularity difference between the traveling reviewer’s hometown and destination.
我们研究了在线评论平台中一个新的偏见来源，它源于旅行评论者的家乡和目的地之间的受欢迎程度差异。
{"title":"Your Hometown Matters: Popularity-Difference Bias in Online Reputation Platforms","authors":"Marios Kokkodis, Theodoros Lappas","doi":"10.2139/ssrn.3435294","DOIUrl":"https://doi.org/10.2139/ssrn.3435294","url":null,"abstract":"We study a new source of bias in online review platforms that originates from the popularity difference between the traveling reviewer’s hometown and destination.","PeriodicalId":370988,"journal":{"name":"eBusiness & eCommerce eJournal","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117262389","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
In markets with asymmetric information, it is crucial for sellers to establish a reputation. An important strategy for sellers to build a reputation is to practice introductory pricing, i.e. to offer their products at a lower price to increase demand and thus induce more buyers to provide feedback. In this study, I look at a particular form of introductory pricing, namely offering products for free. I show that giving away free products to build a reputation can be a double-edged strategy. It does not only attract buyers with a high preference, but also buyers with a low preference. Low-preference buyers give worse feedback, resulting in a negative selection effect on a seller's reputation. I estimate the strength of this effect using data from an online self-publishing platform where I observe independent e-book authors either selling their e-books at a price or giving them away as free content. By using the fact that I can observe both online ratings for free and purchased versions of the same e-book, I show that those reviewers who obtain an e-book as free content rate it worse than reviewers who buy it at a positive price, consistent with a negative selection effect on reputation. However, the effect is weaker for female reviewers, consistent with female reviewers reciprocating free content by giving better ratings.
{"title":"Building an Online Reputation with Free Content","authors":"Dainis Zegners","doi":"10.2139/ssrn.2753635","DOIUrl":"https://doi.org/10.2139/ssrn.2753635","url":null,"abstract":"In markets with asymmetric information, it is crucial for sellers to establish a reputation. An important strategy for sellers to build a reputation is to practice introductory pricing, i.e. to offer their products at a lower price to increase demand and thus induce more buyers to provide feedback. In this study, I look at a particular form of introductory pricing, namely offering products for free. I show that giving away free products to build a reputation can be a double-edged strategy. It does not only attract buyers with a high preference, but also buyers with a low preference. Low-preference buyers give worse feedback, resulting in a negative selection effect on a seller's reputation. I estimate the strength of this effect using data from an online self-publishing platform where I observe independent e-book authors either selling their e-books at a price or giving them away as free content. By using the fact that I can observe both online ratings for free and purchased versions of the same e-book, I show that those reviewers who obtain an e-book as free content rate it worse than reviewers who buy it at a positive price, consistent with a negative selection effect on reputation. However, the effect is weaker for female reviewers, consistent with female reviewers reciprocating free content by giving better ratings.","PeriodicalId":370988,"journal":{"name":"eBusiness & eCommerce eJournal","volume":"55 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-07-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133887073","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Yilong Liang, Yue Qian, T. Cui, G. John, Shilei Yang
Many digitally native brands have expanded into offline channels. A small literature has consistently documented mostly complementarity effects arising from these additions and linked these effects to channel service drivers. We extend this literature to considering these channel service-driven effects at the segment level, including the possibility that different customer segments might have opposite reactions. We investigate this issue with detailed member-customer data from a digitally native grocery retailer that added 4 physical stores. Working out of a quasi-experimental causal inference framework, our analysis finds an overall positive (complementarity) effect of the physical stores on non-store sales. However, we also uncover opposite causal effects for heavy volume customers (who decreased non-store purchases) versus light volume customers (who increased non-store purchases). We explore three important services that are likely to result in the opposite effects. We conclude that digitally native retailers adding physical stores are likely to benefit from overall complementarity, and their focus should be on the expected reactions to the channel services afforded by the physical stores at the segment level.
{"title":"How Offline Experience Changes Online Behavior of Member-Customer Segments","authors":"Yilong Liang, Yue Qian, T. Cui, G. John, Shilei Yang","doi":"10.2139/ssrn.3426304","DOIUrl":"https://doi.org/10.2139/ssrn.3426304","url":null,"abstract":"Many digitally native brands have expanded into offline channels. A small literature has consistently documented mostly complementarity effects arising from these additions and linked these effects to channel service drivers. We extend this literature to considering these channel service-driven effects at the segment level, including the possibility that different customer segments might have opposite reactions. We investigate this issue with detailed member-customer data from a digitally native grocery retailer that added 4 physical stores. Working out of a quasi-experimental causal inference framework, our analysis finds an overall positive (complementarity) effect of the physical stores on non-store sales. However, we also uncover opposite causal effects for heavy volume customers (who decreased non-store purchases) versus light volume customers (who increased non-store purchases). We explore three important services that are likely to result in the opposite effects. We conclude that digitally native retailers adding physical stores are likely to benefit from overall complementarity, and their focus should be on the expected reactions to the channel services afforded by the physical stores at the segment level.","PeriodicalId":370988,"journal":{"name":"eBusiness & eCommerce eJournal","volume":"24 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133850057","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Online marketplaces are increasingly adopting innovative business models such as using paid advertising as a major revenue source. We explore the two popular advertising tools, sponsored search and social media endorsement, in attracting web traffic from online sellers’ perspective. We estimate an endogenous treatment model with latent variable to model online traffic given sellers’ decisions on employing different advertising strategies. We find evidence that both sponsored search and social media endorsement are significant in attracting traffic, after we control for seller self-selection behavior in choosing their strategies. Sponsored search has a higher impact on low-reputation sellers in bringing more traffic, and sellers with more return customers have higher benefit in using sponsored search in generating traffic. The findings are consistent with informative view of the advertising theory, and they provide interesting and import implications for both the platform and market participants.
{"title":"An Empirical Analysis of Seller Advertising Strategies in an Online Marketplace","authors":"Haoyan Sun, Ming Fan, Yong Tan","doi":"10.2139/ssrn.2846555","DOIUrl":"https://doi.org/10.2139/ssrn.2846555","url":null,"abstract":"Online marketplaces are increasingly adopting innovative business models such as using paid advertising as a major revenue source. We explore the two popular advertising tools, sponsored search and social media endorsement, in attracting web traffic from online sellers’ perspective. We estimate an endogenous treatment model with latent variable to model online traffic given sellers’ decisions on employing different advertising strategies. We find evidence that both sponsored search and social media endorsement are significant in attracting traffic, after we control for seller self-selection behavior in choosing their strategies. Sponsored search has a higher impact on low-reputation sellers in bringing more traffic, and sellers with more return customers have higher benefit in using sponsored search in generating traffic. The findings are consistent with informative view of the advertising theory, and they provide interesting and import implications for both the platform and market participants.","PeriodicalId":370988,"journal":{"name":"eBusiness & eCommerce eJournal","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131079477","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Apichaya Chuepan, L. Hariramakrishnan, H. Kamrul, Lohar Bhupesh
The Air Cargo industry in the Thailand market has seen exceptional growth in the last decade. This considerable growth in the last decades is expected to continue in the next decade, it creates an interest in researchers and stakeholders to study. In Thailand, majority of the logistic operators are small-scale based operators. Most of the local logistics companies in Thailand have trekking fleet operators, including pickup products from one location to another. Thailand is one of six countries in the Greater Mekong Sub-Region, strengthen the transport bonds between other countries, which improves boundary-boundary transport connectivity. This study, carried out based on secondary data available. Market revenue for logistics and warehouses has shown positive growth over the years in Thailand.
{"title":"An Assessment of Air Cargo Industry and Future Perspectives in Thailand","authors":"Apichaya Chuepan, L. Hariramakrishnan, H. Kamrul, Lohar Bhupesh","doi":"10.2139/ssrn.3399828","DOIUrl":"https://doi.org/10.2139/ssrn.3399828","url":null,"abstract":"The Air Cargo industry in the Thailand market has seen exceptional growth in the last decade. This considerable growth in the last decades is expected to continue in the next decade, it creates an interest in researchers and stakeholders to study. In Thailand, majority of the logistic operators are small-scale based operators. Most of the local logistics companies in Thailand have trekking fleet operators, including pickup products from one location to another. Thailand is one of six countries in the Greater Mekong Sub-Region, strengthen the transport bonds between other countries, which improves boundary-boundary transport connectivity. This study, carried out based on secondary data available. Market revenue for logistics and warehouses has shown positive growth over the years in Thailand.","PeriodicalId":370988,"journal":{"name":"eBusiness & eCommerce eJournal","volume":"23 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115317025","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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