在线杂货零售业购买箱分配的实证研究

IF 2.1 3区经济学 Q2 AGRICULTURAL ECONOMICS & POLICY

Agribusiness Pub Date : 2024-09-19 DOI:10.1002/agr.21978

Chinonso E. Etumnu, Trey Malone

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引用次数: 0

摘要

在亚马逊的全球市场上，多个卖家销售同一种产品，因此亚马逊推出了 BuyBox。这种类似盒子的功能位于产品页面的右上角，在特定时间内突出显示单个卖家。我们的研究利用选择模型和来自五个国家超过 29 万种独特杂货产品的面板数据集，调查了影响 BuyBox 分配的关键因素。我们发现，赢得 BuyBox 主要取决于有竞争力的定价--在 180 天内成为价格最低的卖家能显著提高获得 BuyBox 分配的机会。此外，保持较低的当前产品价格、较低的销售排名和最低的缺货率也是成为 BuyBox 卖家的关键。这些发现对亚马逊及其由 200 多万第三方卖家组成的庞大网络产生了影响，这些卖家在竞争日趋激烈、充满活力的电子商务领域中游刃有余。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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An Empirical Examination of BuyBox Assignments in Online Grocery Retail

In Amazon's marketplaces across the globe, multiple sellers sell the same product, leading Amazon to introduce BuyBox. This box‐like feature, located on the top‐right corner of product pages, prominently displays a single seller at a given time. Using a choice model and a panel dataset of over 290,000 unique grocery products from five countries, our study investigates the key factors that influence BuyBox assignments. We found that winning the BuyBox is primarily determined by competitive pricing—being the lowest‐price seller for a 180‐day period significantly improves the chances of a BuyBox assignment. Furthermore, maintaining low current product prices, low sales ranks, and minimal out‐of‐stock percentages are crucial in becoming a BuyBox seller. These findings affect Amazon and its extensive network of over 2 million third‐party sellers, who navigate the increasingly competitive and dynamic E‐commerce landscape.

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来源期刊

Agribusiness 农林科学-食品科技

CiteScore

5.50

自引率

6.20%

发文量

审稿时长

6 months

期刊介绍： Agribusiness: An International Journal publishes research that improves our understanding of how food systems work, how they are evolving, and how public and/or private actions affect the performance of the global agro-industrial complex. The journal focuses on the application of economic analysis to the organization and performance of firms and markets in industrial food systems. Subject matter areas include supply and demand analysis, industrial organization analysis, price and trade analysis, marketing, finance, and public policy analysis. International, cross-country comparative, and within-country studies are welcome. To facilitate research the journal’s Forum section, on an intermittent basis, offers commentary and reports on business policy issues.