冠状病毒相关的社交距离限制对品牌的早期影响

Catherine Tucker, Shuyi Yu
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引用次数: 17

摘要

本文提供了一些关于冠状病毒(COVID-19)在美国传播对零售客流量影响的初步证据。该论文使用手机追踪的粒状访问数据来估计随着冠状病毒在2020年3月的前三周在美国传播,人们对不同类型餐馆的访问变化。描述性实证工作提供了三个有用的见解。首先,该州冠状病毒传播的确切水平或该州任何面对面用餐禁令的时间影响远远小于全国范围内需求的明显整体崩溃。其次,几乎没有证据表明,禁令导致专注于外卖的餐馆被取代。虽然由于国家颁布的餐馆禁令,就餐餐厅的顾客数量下降幅度最大,但快餐店的顾客数量却急剧下降。最后,这些针对各州的禁令对个人影响最大的似乎是专注于全方位服务餐饮的顶级品牌。排名靠前和非排名靠前的餐厅的销量都有所下降,而排名靠前的品牌销量下降幅度略小。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Early Effects of Coronavirus-Related Social Distancing Restrictions on Brands
This paper presents some of the first evidence on the effect of the spread of coronavirus (COVID-19) in the US on retail footfall traffic. The paper uses granular visit data from cell-phone tracking to estimate the shift in visits to different types of restaurants as coronavirus spread in the USA across the first three weeks of March 2020. The descriptive empirical work provides three useful insights. First, the precise level of coronavirus spread in the state or the timing of any in-person dining ban in the state has had far smaller effects than the pronounced nationwide overall collapse in demand. Second, there is little evidence of substitution towards restaurants focused on delivery as a result of the bans. Though dine-in restaurants suffered the largest drop in customers as a result of state-imposed restaurant bans, quick-service restaurants experienced a steep decline. Last, the biggest individual effects of these state-specific bans appears to have been top-ranked brands focusing on full service dining. Both top and non top-ranked brands suffered drops for restaurants not focused on dining in, with top brands suffering a slightly smaller decline.
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