Paper Info
Title
Channel Capabilities, Product Characteristics, and the Impacts of Mobile Channel Introduction.
Abstract
Drawing on the notion of channel capability, we develop a theoretical framework for understanding the interactions between mobile and traditional online channels for products with different characteristics. Specifically, we identify two channel capabilities-access and search capabilities-that differentiate mobile and online channels, and two product characteristics that are directly related to the channel capabilities-time criticality and information intensity. Based on this framework, we generate a set of predictions on the differential effects of mobile channel introduction across different product categories. We test the predictions by applying a counterfactual analysis based on vector autoregression to a large panel data set from a leading e-market in Korea that covers a 28-month period and contains all of the transactions made through the online and mobile channels before and after the mobile channel introduction. Consistent with our theoretical predictions, our results suggest that the performance impact of the mobile channel depends on the two product characteristics and the resulting product-channel fit. We discuss implications for theory and multichannel strategy.
Year
DOI
Venue
2013
10.2753/MIS0742-1222300204
JOURNAL OF MANAGEMENT INFORMATION SYSTEMS
Keywords
DocType
Volume
counterfactual analysis,e-commerce,mobile commerce,multichannel strategy,multivariate baseline analysis,substitute and complement,times series,vector autoregression
Journal
30
Issue
ISSN
Citations 
2
0742-1222
0
PageRank 
References 
Authors
0.34
0
5
Name
Order
Citations
PageRank
Youngsok Bang1425.03
Dongjoo Lee218212.87
Kunsoo Han314015.63
Minha Hwang4101.82
Jae-Hyeon Ahn519816.47