The Relationship between Mobile Web and Mobile App Channels for Retailers

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)peer-review

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Detail(s)

Original languageEnglish
Title of host publicationProceedings of the 22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?
EditorsMotonari Tanabu, Dai Senoo
PublisherAssociation for Information Systems
Pages2533-2540
ISBN (Electronic)9784902590838
Publication statusPublished - Jun 2018

Conference

Title22nd Pacific Asia Conference on Information Systems (PACIS 2018)
LocationYokohama Royal Park Hotel
PlaceJapan
CityYokohama
Period26 - 30 June 2018

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.

Research Area(s)

  • Mobile web, mobile app, retail, mobile friendliness, complementarity, substitution

Bibliographic Note

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

Citation Format(s)

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: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)peer-review