Online communities and offline sales: considerations on visiting behavior dimensions and online community types

Sun, Yuan; Zhong, Yating; Li, Qi

doi:10.1108/imds-01-2022-0033

Cited by 3 publications

(2 citation statements)

References 86 publications

(178 reference statements)

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“…Therefore, price competition can mitigate the double marginal effect to a certain extent. This finding extends (Sun et al ., 2022) related research, which found that the intervention of the agency model in online channel will transfer the effect brought about by demand signal sharing. From this perspective, the behavior of price competition among members also shifts the double marginal effect brought about by information sharing.…”

Section: Comparison Analysissupporting

confidence: 91%

“…Although the above studies explored that the manufacturer sells the products through different modes in the online platform, they consider only how the supply chain operates on the online channel, but they ignore the traditional offline channel. It is worth noting that the offline retail environment provides a consumption environment in which consumers pay more attention to the visual experience of purchasing (Ugolkov et al ., 2020; Sun et al ., 2022). Therefore, contrary to earlier research in this field, we do not only consider the E-commerce online channel with different modes; we also introduce the competitive offline market.…”

Section: Literature Reviewmentioning

confidence: 99%

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Optimal channel selection considering price competition and information sharing under demand uncertainty

Chen,

Cai,

Kannan

et al. 2024

IMDS

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PurposeThe rapid development of the Internet has led to an increasingly significant role for E-commerce business. This study examines how the green supply chain (GSC) operates on the E-commerce online channel (resell mode and agency mode) and the traditional offline channel with information sharing under demand uncertainty.Design/methodology/approachThis study builds a multistage game model that considers the manufacturer selling green products through different channels. On the traditional offline channel, the competing retailers decide whether to share demand signals. Regarding the resale mode of E-commerce online channel, just E-tailer 1 determines whether to share information and decides the retail price. In the agency mode, the manufacturer decides the retail price directly, and E-tailer 2 sets the platform rate.FindingsThis study reveals that information accuracy is conducive to information value and profits on both channels. Interestingly, the platform fee rate in agency mode will inhibit the effect of a positive demand signal. Information sharing will cause double marginal effects, and price competition behavior will mitigate such effects. Additionally, when the platform fee rate is low, the manufacturer will select the E-commerce online channel for operation, but the retailers' profit is the highest in the traditional channel.Originality/valueThis research explores the interplay between different channel structures and information sharing in a GSC, considering price competition and demand uncertainty. Besides, we also considered what behaviors and factors will amplify or transfer the effect of double marginalization.

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Section: Comparison Analysissupporting

confidence: 91%

Section: Literature Reviewmentioning

confidence: 99%

Optimal channel selection considering price competition and information sharing under demand uncertainty

Chen,

Cai,

Kannan

et al. 2024

IMDS

View full text Add to dashboard Cite

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Exploring the link between offline and online retail sales: insights from 15 years of retail sales data in Great Britain

Fatema

2024

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PurposeThis aim of the research is to explore the link between offline and online retail sales through a comprehensive analysis of 15 years of retail sales data in Great Britain. By quantifying the impact of online sales on offline sales and vice versa on different retail categories, the study seeks to expand upon prior research that often focused on unidirectional relationships or specific retail segments. With channel- and sector-specific dynamics, the present study aspires to shed light on the dynamics shaping the retail industry and provide valuable insights for retailers.Design/methodology/approachThe present study draws on 15 years of retail sales data in Great Britain to examine the interplay between offline and online sales across various retail categories. By grounding the analysis in the theoretical underpinning of cross-channel synergies and dis-synergies and applying principles of substitution and complementarity in online and offline retail sales, the research aims to quantify how shifts in online retail influence offline sales and vice versa. The study follows a systematic analysis approach that includes analysis of seasonality, autocorrelation, correlation, lagged cross-correlation and time series regression to provide a holistic understanding of the strength and direction of the relationship.FindingsAmong the myriads of findings, the most noteworthy ones are these. It was found that offline sales tend to increase significantly when online sales increase and online sales also increase significantly when offline sales increase. However, the extent of influence offline sales have on online sales is lower than the extent of influence online sales have on offline sales. For instance, it was found that for every one-unit increase in online sales, on average, the offline sales of retail stores increase by 5.82 units, but for every one-unit increase in offline sales, on average, the online sales of retail stores increase only by 0.07 units. This pattern was found true for all categories for retail stores, with predominantly non-food stores showing the lowest increase (0.02) and non-store retails exhibiting the highest increase (0.23). Additionally, evidence suggested that the retail stores can expect a sizable level of offline sales when there are no online sales (β0 = 5155474.1); however, this was not true for online sales if they have no offline sales.Research limitations/implicationsThe study deepens our insight into the complex interplay between offline and online sales in the retail sector by providing empirical evidence on how online sales and offline sales interact with each other in a retail setting. It also adds nuances to existing knowledge on the relationship between online and offline sales based on channel and sector-specific dynamics. Such findings, coming from the analysis of a whole retail economy, strengthen the existing body of literature and provide a solid foundation for future research in this area. However, the study would have benefited from including qualitative interviews of different categories of retailers to provide more context and depth on interpreting quantitative patterns.Practical implicationsThe study provides practical guidance for retailers on how they can optimize their omnichannel strategies for maximum impact. It also provides insights into the changes in relationship in terms of channel-specific and sector-specific differences. This is particularly important for retailers who operate in those categories of retail as it provides them with an insight into how they can allocate their resources for reaping substantial benefits.Originality/valueDespite the wealth of research exploring the link between online and offline retail sales, there remains a gap in understanding the complex relationship between these two. This study is one of the first to fill this gap by exploring the link through a comprehensive analysis of 15 years of retail sales data in Great Britain. With these channel- and sector-specific findings, this study adds to the growing body of literature that provides an understanding of the bidirectional relationships between offline and online sales. These strengths strengthen the existing body of literature and provide a solid foundation for future research in this area.

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Recognition of Digital Content Needs for Inbound Marketing Solutions

Davidavičius

Limba

2022

Social Sciences

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The paper aims to investigate users’ behavior regarding inbound marketing while consuming content, in particular, to reveal the source of the reasons and triggers affecting content need in the case of long-consumption products. In the theoretical part of the article, the literature analysis is conducted in order to build a theoretical background. The variety of theories of content values as well as users’ decision-making processes are analyzed, and a conceptual view of the origins of content need is formed, which states that the need for a specific type of content emerges under the conditions of the consumer’s experienced gap of information or knowledge when in the stages of the buying model. In order to test this hypothesis, empirical research—the survey—was conducted. The main conclusion is that the decision-to-buy model makes a significant impact on the gap experienced by the consumer of the content and has the potential to be used to reveal the need for different content types in terms of its purposes.

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Online communities and offline sales: considerations on visiting behavior dimensions and online community types

Cited by 3 publications

References 86 publications

Optimal channel selection considering price competition and information sharing under demand uncertainty

Optimal channel selection considering price competition and information sharing under demand uncertainty

Exploring the link between offline and online retail sales: insights from 15 years of retail sales data in Great Britain

Recognition of Digital Content Needs for Inbound Marketing Solutions

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