杂志及其配套网站:竞争的销售渠道?

Q4 Business, Management and Accounting

Review of Marketing Science Pub Date : 2006-01-25 DOI:10.2202/1546-5616.1046

Ulrich Kaiser

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引用次数: 41

摘要

本文提供了经验证据，证明了杂志的伙伴网站在其印刷版上引起渠道竞争的普遍看法。这项分析是基于每季度杂志的发行量、各种各样的杂志特征、消费者特征和杂志网站上的信息。数据涵盖1996年1月至2004年4月期间。实证分析中采用了差异化产品需求的嵌套logit型模型。这篇论文的一个主要结果是，经营在线伴侣的杂志平均失去了4.2%的潜在消费者。这种影响在不同的消费者年龄组和不同的时间有很大的不同。

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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Magazines and their Companion Websites: Competing Outlet Channels?

This paper provides empirical evidence for the widespread belief that a magazine's companion website induces channel competition on its print version. The analysis is based on aggregated quarterly magazine-specific data on circulation, a broad variety of magazine characteristics, consumer characteristics and information on a magazine's website presence.The data spans the period I/1996 to IV/2004. Nested logit-type models of demand for differentiated products are used in the empirical analysis. A main result of this paper is that magazines that run an online companion on average lose 4.2 percent of their potential consumers. This effect varies substantially across different consumer age groups and across time.

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来源期刊

Review of Marketing Science Business, Management and Accounting-Marketing

CiteScore

1.10

自引率

0.00%

发文量

期刊介绍： The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.