The Value of Buy-Online-and-Pickup-in-Store in Omni-Channel: Evidence from Customer Usage Data
The Value of Buy-Online-and-Pickup-in-Store in Omni-Channel: Evidence from Customer Usage Data
复制标题
全渠道在线购买和店内提货的价值：来自客户使用数据的证据
DOI：
10.1111/poms.13146
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发表时间：
2020-01-24
影响因子：
5
通讯作者：
Li, Qi
中科院分区：
文献类型：
--
作者：
Song, Peijian;Wang, Quansheng;Li, Qi
在线购买和店内提货（BOPS）服务已被零售商广泛视为一项重要的全渠道举措。然而，很少有研究试图量化BOPS的使用对随后的购买行为的影响，或检查离线商店在BOPS的价值生成中的关键作用。因此，通过16，202名独立客户通过混合零售商使用的25，724个BOPS实例，本研究调查了客户使用BOPS对其在线和离线购买频率和购买金额的影响。基于一个焦点零售商在四个城市的110家门店的数据，研究了线下门店因素的调节作用。结合倾向分数匹配和差异中的差异（DID）识别，我们的研究发现，BOPS使用离线购买频率和在线购买金额的显着积极影响。我们还发现了线下商店特征（即，商店密度、产品种类和竞争强度）对BOPS使用对购买行为的影响。因此，我们的研究产生了重要的理论和实践意义的全渠道业务。
The buy-online-and-pickup-in-store (BOPS) service has been widely treated by retailers as an important omni-channel initiative. However, few studies have attempted to quantify the impact of BOPS usage on subsequent purchase behaviors or examine the critical roles of offline stores in the value generation of BOPS. Thus, through 25,724 BOPS instances used by 16,202 unique customers via a hybrid retailer, this study investigated the impact of customers' BOPS usage on their online and offline purchase frequency and purchase amount. The moderating effect of offline store factors was investigated based on data from a focal retailer consisting of 110 stores in four cities. Using a combination of propensity score matching and difference-in-difference (DID) identification, our research found the significant positive effects of BOPS usage on offline purchase frequency and online purchase amount. We also found nuanced moderating effects of offline store characteristics (i.e., store density, product variety, and competition intensity) in the influence of BOPS usage on purchase behaviors. Our study thus generates important theoretical and practical implications for omni-channel operations.