Channel capabilities, product characteristics, and the impacts of mobile channel introduction

Youngsok Bang, Dong Joo Lee, Kunsoo Han, Minha Hwang, Jae Hyeon Ahn

Research output: Contribution to journalArticle

51 Citations (Scopus)

Abstract

Drawing on the notion of channel capability, we develop a theoretical ramework 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.

Original languageEnglish
Pages (from-to)101-126
Number of pages26
JournalJournal of Management Information Systems
Volume30
Issue number2
DOIs
Publication statusPublished - 2013 Oct 1

All Science Journal Classification (ASJC) codes

  • Management Information Systems
  • Computer Science Applications
  • Management Science and Operations Research
  • Information Systems and Management

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