The Relationship between Mobile Web and Mobile App Channels for Retailers

Ziqing Yuan; Hailiang Chen

The Relationship between Mobile Web and Mobile App Channels for Retailers

Department of Information Systems

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review

Abstract

As smartphones and tablets are becoming ubiquitous, mobile ecommerce is also evolving rapidly. Consumers can shop on mobile devices in two ways; they either open a mobile browser and visit a retailer's website, or download the retailer's mobile app and shop within the app. However, it is unclear how retailers should manage these two emerging channels together. This proposed study aims to investigate the relationship between mobile web and mobile app channels by analyzing how a change to one channel affects the outcome in the other. To infer causality, we utilize an exogenous event in the mobile web channel to assess how it influences the demand of retailers' mobile apps. The results could reveal whether these two mobile channels complement or substitute each other. This study contributes to the literature of multi-channel management in mobile commerce and provides important managerial implications for retailers to better leverage the growing mobile channels.

Original language	English
Title of host publication	Proceedings of the 22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?
Editors	Motonari Tanabu, Dai Senoo
Publisher	Association for Information Systems
Pages	2533-2540
ISBN (Electronic)	9784902590838
Publication status	Published - Jun 2018
Event	22nd Pacific Asia Conference on Information Systems (PACIS 2018) - Yokohama Royal Park Hotel, Yokohama, Japan Duration: 26 Jun 2018 → 30 Jun 2018 https://aisel.aisnet.org/pacis2018/ http://pacis2018.org/index.html

Conference

Conference	22nd Pacific Asia Conference on Information Systems (PACIS 2018)
Abbreviated title	PACIS 2018
Place	Japan
City	Yokohama
Period	26/06/18 → 30/06/18
Internet address	https://aisel.aisnet.org/pacis2018/ http://pacis2018.org/index.html

Bibliographical note

Research Unit(s) information for this publication is provided by the author(s) concerned.

Research Keywords

Mobile web
mobile app
retail
mobile friendliness
complementarity
substitution

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https://aisel.aisnet.org/pacis2018/236/

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Yuan, Z., & Chen, H. (2018). The Relationship between Mobile Web and Mobile App Channels for Retailers. In M. Tanabu, & D. Senoo (Eds.), Proceedings of the 22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready? (pp. 2533-2540). Association for Information Systems. https://aisel.aisnet.org/pacis2018/236/

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title = "The Relationship between Mobile Web and Mobile App Channels for Retailers",

abstract = "As smartphones and tablets are becoming ubiquitous, mobile ecommerce is also evolving rapidly. Consumers can shop on mobile devices in two ways; they either open a mobile browser and visit a retailer's website, or download the retailer's mobile app and shop within the app. However, it is unclear how retailers should manage these two emerging channels together. This proposed study aims to investigate the relationship between mobile web and mobile app channels by analyzing how a change to one channel affects the outcome in the other. To infer causality, we utilize an exogenous event in the mobile web channel to assess how it influences the demand of retailers' mobile apps. The results could reveal whether these two mobile channels complement or substitute each other. This study contributes to the literature of multi-channel management in mobile commerce and provides important managerial implications for retailers to better leverage the growing mobile channels.",

keywords = "Mobile web, mobile app, retail, mobile friendliness, complementarity, substitution",

author = "Ziqing Yuan and Hailiang Chen",

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year = "2018",

month = jun,

language = "English",

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editor = "Motonari Tanabu and Dai Senoo",

booktitle = "Proceedings of the 22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?",

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Yuan, Z & Chen, H 2018, The Relationship between Mobile Web and Mobile App Channels for Retailers. in M Tanabu & D Senoo (eds), Proceedings of the 22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?. Association for Information Systems, pp. 2533-2540, 22nd Pacific Asia Conference on Information Systems (PACIS 2018), Yokohama, Japan, 26/06/18. <https://aisel.aisnet.org/pacis2018/236/>

The Relationship between Mobile Web and Mobile App Channels for Retailers. / Yuan, Ziqing ; Chen, Hailiang.
Proceedings of the 22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?. ed. / Motonari Tanabu; Dai Senoo. Association for Information Systems, 2018. p. 2533-2540.

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review

TY - GEN

T1 - The Relationship between Mobile Web and Mobile App Channels for Retailers

AU - Yuan, Ziqing

AU - Chen, Hailiang

N1 - Research Unit(s) information for this publication is provided by the author(s) concerned.

PY - 2018/6

Y1 - 2018/6

N2 - As smartphones and tablets are becoming ubiquitous, mobile ecommerce is also evolving rapidly. Consumers can shop on mobile devices in two ways; they either open a mobile browser and visit a retailer's website, or download the retailer's mobile app and shop within the app. However, it is unclear how retailers should manage these two emerging channels together. This proposed study aims to investigate the relationship between mobile web and mobile app channels by analyzing how a change to one channel affects the outcome in the other. To infer causality, we utilize an exogenous event in the mobile web channel to assess how it influences the demand of retailers' mobile apps. The results could reveal whether these two mobile channels complement or substitute each other. This study contributes to the literature of multi-channel management in mobile commerce and provides important managerial implications for retailers to better leverage the growing mobile channels.

AB - As smartphones and tablets are becoming ubiquitous, mobile ecommerce is also evolving rapidly. Consumers can shop on mobile devices in two ways; they either open a mobile browser and visit a retailer's website, or download the retailer's mobile app and shop within the app. However, it is unclear how retailers should manage these two emerging channels together. This proposed study aims to investigate the relationship between mobile web and mobile app channels by analyzing how a change to one channel affects the outcome in the other. To infer causality, we utilize an exogenous event in the mobile web channel to assess how it influences the demand of retailers' mobile apps. The results could reveal whether these two mobile channels complement or substitute each other. This study contributes to the literature of multi-channel management in mobile commerce and provides important managerial implications for retailers to better leverage the growing mobile channels.

KW - Mobile web

KW - mobile app

KW - retail

KW - mobile friendliness

KW - complementarity

KW - substitution

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M3 - RGC 32 - Refereed conference paper (with host publication)

SP - 2533

EP - 2540

BT - Proceedings of the 22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?

A2 - Tanabu, Motonari

A2 - Senoo, Dai

PB - Association for Information Systems

T2 - 22nd Pacific Asia Conference on Information Systems (PACIS 2018)

Y2 - 26 June 2018 through 30 June 2018

ER -

The Relationship between Mobile Web and Mobile App Channels for Retailers

Abstract

Conference

Bibliographical note

Research Keywords

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