What Influences Online Sales Across Different Types of E-Commerce Platforms

IF 4.2 3区管理学 Q2 BUSINESS

International Journal of Electronic Commerce Pub Date : 2022-06-24 DOI:10.1080/10864415.2022.2076196

Hongyan Dai, Qing Xiao, Nina Yan, Xun Xu, Tingting Tong

{"title":"What Influences Online Sales Across Different Types of E-Commerce Platforms","authors":"Hongyan Dai, Qing Xiao, Nina Yan, Xun Xu, Tingting Tong","doi":"10.1080/10864415.2022.2076196","DOIUrl":null,"url":null,"abstract":"ABSTRACT The prosperity of the platform economy has facilitated online sales. This study investigates the influential factors of online sales across the online-to-offline (O2O) on-demand and traditional business-to-consumer (B2C) platforms. Our empirical evidence is based on data with a large sample size on two of the largest e-commerce platforms in China: an O2O on-demand platform and a traditional B2C platform. We find that the influencing mechanism and magnitude of the various factors are different between the O2O and B2C platforms. In detail, product rating and market share positively affect online sales, and the relative magnitude of market share impact is higher for the B2C platform than for the O2O platform. Clickstream positively affects online sales. Both the short- and long-term magnitude of impact are higher for the O2O platform than for the B2C platform. The long-term impact of clickstream in the O2O platform is higher than that in the short term. In addition, a price increase negatively affects online sales, especially for the O2O platforms. Our findings offer insights for various platforms to implement appropriate marketing strategies and post effective information to attract consumers and increase online sales.","PeriodicalId":13928,"journal":{"name":"International Journal of Electronic Commerce","volume":"26 1","pages":"311 - 330"},"PeriodicalIF":4.2000,"publicationDate":"2022-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"5","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Electronic Commerce","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1080/10864415.2022.2076196","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 5

Abstract

ABSTRACT The prosperity of the platform economy has facilitated online sales. This study investigates the influential factors of online sales across the online-to-offline (O2O) on-demand and traditional business-to-consumer (B2C) platforms. Our empirical evidence is based on data with a large sample size on two of the largest e-commerce platforms in China: an O2O on-demand platform and a traditional B2C platform. We find that the influencing mechanism and magnitude of the various factors are different between the O2O and B2C platforms. In detail, product rating and market share positively affect online sales, and the relative magnitude of market share impact is higher for the B2C platform than for the O2O platform. Clickstream positively affects online sales. Both the short- and long-term magnitude of impact are higher for the O2O platform than for the B2C platform. The long-term impact of clickstream in the O2O platform is higher than that in the short term. In addition, a price increase negatively affects online sales, especially for the O2O platforms. Our findings offer insights for various platforms to implement appropriate marketing strategies and post effective information to attract consumers and increase online sales.

查看原文本刊更多论文

影响不同类型电子商务平台在线销售的因素

摘要平台经济的繁荣促进了在线销售。本研究调查了在线到线下（O2O）点播和传统企业到消费者（B2C）平台的在线销售的影响因素。我们的实证证据基于中国最大的两个电子商务平台的大样本数据：O2O点播平台和传统B2C平台。我们发现，O2O和B2C平台之间的各种因素的影响机制和程度不同。具体而言，产品评级和市场份额对在线销售产生了积极影响，B2C平台的市场份额影响的相对幅度高于O2O平台。点击流对在线销售产生积极影响。O2O平台的短期和长期影响都高于B2C平台。点击流对O2O平台的长期影响高于短期影响。此外，价格上涨会对在线销售产生负面影响，尤其是对O2O平台而言。我们的研究结果为各种平台实施适当的营销策略和发布有效信息以吸引消费者并增加在线销售额提供了见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

International Journal of Electronic Commerce 工程技术-计算机：软件工程

CiteScore

7.20

自引率

16.00%

发文量

审稿时长

>12 weeks

期刊介绍： The International Journal of Electronic Commerce is the leading refereed quarterly devoted to advancing the understanding and practice of electronic commerce. It serves the needs of researchers as well as practitioners and executives involved in electronic commerce. The Journal aims to offer an integrated view of the field by presenting approaches of multiple disciplines. Electronic commerce is the sharing of business information, maintaining business relationships, and conducting business transactions by digital means over telecommunications networks. The Journal accepts empirical and interpretive submissions that make a significant novel contribution to this field.