The Impact of Mobile Ordering Service on Offline Store Diversity and Product Diversity

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dc.contributor.authorHwang, Yujin
dc.contributor.authorKyung, Nakyung
dc.contributor.authorLee, Dongwon
dc.contributor.authorJung, Jaemin
dc.contributor.authorPark, Sung-Hyuk
dc.date.accessioned2020-12-24T19:23:16Z
dc.date.available2020-12-24T19:23:16Z
dc.date.issued2021-01-05
dc.description.abstractOffline retail stores have adopted mobile ordering technology to enhance their customer experience. A mobile ordering channel allows customers to find a nearby store and choose a product by lowering the search costs. However, the impact of mobile ordering services on the diversity of customer experiences has not been examined. In this study, the effects of mobile ordering technology on store and product diversity are measured. We analyzed the transaction data of 170,635 users over 16 weeks of store visits. The effect of mobile ordering technology on store and product diversity was estimated using the difference-in-differences method. We find that mobile ordering services can positively affect store and product diversity. The results are consistent after analyzing the data resampled with propensity score matching. This study provides the managerial implication that mobile ordering technology is valuable for offline retail stores that aim to extend their customers’ shopping and product experiences.
dc.format.extent6 pages
dc.identifier.doi10.24251/HICSS.2021.238
dc.identifier.isbn978-0-9981331-4-0
dc.identifier.urihttp://hdl.handle.net/10125/70850
dc.language.isoEnglish
dc.relation.ispartofProceedings of the 54th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectTechnology and Analytics in Emerging Markets (TAEM)
dc.subjectcustomer experience
dc.subjectdigital transformation
dc.subjectmobile order
dc.subjectproduct diversity
dc.subjectstore diversity
dc.titleThe Impact of Mobile Ordering Service on Offline Store Diversity and Product Diversity
prism.startingpage1949

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