报告题目 | Quantifying the Sales Impact of Online Product Sampling Promotion | ||
报告人（单位） | 林志杰助理教授（南京大学） | ||
主持人 | 何勇教授 （东南大学） | 主持人 | 孙胜楠博士 （东南大学） |
时间地点 | 2016年11月29日（周二下午）2：00 九龙湖经管学院B201 | ||
摘要 | |||
Despite the popular use of product sampling as a promotional strategy by retailers, existing research has only studied offline sampling of physical goods and online sampling of information goods, but overlooked online sampling of physical goods. We thus assemble a rich panel-level data set from Taobao.com to quantify the sales impact of online sampling of physical goods. Based on multiple identification strategies and estimation methods, we find robust evidence that online sampling promotion has a positive relationship with product sales. Specifically, a 1% increase in the number of free samples provided of a product is related to a 0.106% increase in the product’s sales quantity. Additionally, online sampling promotion has the largest sales impact for experience products (sales elasticity = 0.291), followed by search products (sales elasticity = 0.092), and then credence products (insignificant sales elasticity). Furthermore, product popularity does not moderate the sales impact of online sampling, but is twice as effective as online sampling in driving product sales. Our empirical findings provide important contributions to existing product sampling literature, and offer critical managerial implications to online retailers’ promotional strategies. | |||
报告人简介 | |||
林志杰博士2013年毕业于新加坡国立大学，现为南京大学商学院助理教授，主要从事电子商务、社交媒体、社交网络方面的研究，研究成果发表于MIS Quarterly、Journal of Management Information Systems、Information Systems Research等信息系统和电子商务领域的顶级期刊上。 | |||
