What are the revenue implications of mobile channel visits? Evidence from the online travel agency industry

被引：10

作者：

Zhao, Yingnan ^{[1
]}

Song, Peijian ^{[1
]}

Feng, Fan ^{[1
]}

机构：

[1] Nanjing Univ, Nanjing, Jiangsu, Peoples R China

来源：

ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS | 2019年 / 36卷

基金：

中国国家自然科学基金;

关键词：

Desktop channel; Empirical research; Firm revenue; Mobile channel; Vector autoregression; Web traffic; WORD-OF-MOUTH; MODERATING ROLE; SOCIAL MEDIA; BUSINESS MODEL; VALUE CREATION; SCREEN SIZE; SEARCH; IMPACT; INVOLVEMENT; INFORMATION;

D O I：

10.1016/j.elerap.2019.100865

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Retailers increasingly advocate mobile devices as a source of improvement and ultimate transformation of business performance. This study examines: (1) the different effects of mobile visits vs. desktop visits on firm revenue; and (2) which type of mobile visits are more effective - direct vs. search engine and referral traffic; and higher vs. lower involvement product categories. Unique data collected from a leading online travel agency in China show that, compared with desktop visits, mobile visits have a shorter wear-out time but greater short-term effects on firm revenues. Furthermore, the mobile channel has a greater short-term effect on firm revenues for search engine traffic and low-involvement products. These findings suggest the importance of understanding how mobile channel value is created. Based on the findings, marketers can save on costs by carefully designing their mobile channel and multichannel campaigns.

引用

页数：14