Search Affordances and Constraints of Mobile Channel in e-Marketplace: An Empirical Investigation on Sales Distribution

Yongjin Park, Youngsok Bang, Jae Hyeon Ahn

Research output: Contribution to conferencePaper

Abstract

In this study, we investigate how the mobile channel adoption by e-market users affects their search intensity and the shape of their aggregated sales distribution in the e-marketplace. Our analysis results based on the large dataset obtained from a leading e-marketplace in Korea show that the mobile channel adoption encourages search activities in the e-marketplace, but decreases the chance of purchasing tail products overall. This is contrary to the previous belief that more search activities by e-market users lead to the increase in market shares of tail products. Specifically, the display rank of orders made by e-market users is lowered by their adoption of the mobile channel, suggesting more alternatives are considered to make the order by the adoption. The share of head products in their aggregated sales distribution, however, is increased by the adoption. We have also found inconsistent patterns of the adoption effect across product categories. For search goods such as PC, phone, camera, and digital appliances, mobile channel adoption intensifies search activities but results in more head product sales, whereas, for convenience goods such as home supplies and processed foods, the adoption discourages search activities and purchasing of tail products. Lastly, in the case of preference goods such as toys, clothing, and fashion items, the adoption intensifies search activities and causes more tail product sales. We discuss our results and provide future directions of the study.

Original languageEnglish
Publication statusPublished - 2018 Jan 1
Event38th International Conference on Information Systems: Transforming Society with Digital Innovation, ICIS 2017 - Seoul, Korea, Republic of
Duration: 2017 Dec 102017 Dec 13

Conference

Conference38th International Conference on Information Systems: Transforming Society with Digital Innovation, ICIS 2017
CountryKorea, Republic of
CitySeoul
Period17/12/1017/12/13

Fingerprint

Sales
Purchasing
Processed foods
Cameras
Display devices

All Science Journal Classification (ASJC) codes

  • Computer Science Applications
  • Information Systems

Cite this

Park, Y., Bang, Y., & Ahn, J. H. (2018). Search Affordances and Constraints of Mobile Channel in e-Marketplace: An Empirical Investigation on Sales Distribution. Paper presented at 38th International Conference on Information Systems: Transforming Society with Digital Innovation, ICIS 2017, Seoul, Korea, Republic of.
Park, Yongjin ; Bang, Youngsok ; Ahn, Jae Hyeon. / Search Affordances and Constraints of Mobile Channel in e-Marketplace : An Empirical Investigation on Sales Distribution. Paper presented at 38th International Conference on Information Systems: Transforming Society with Digital Innovation, ICIS 2017, Seoul, Korea, Republic of.
@conference{9614dd29f91c460b9e5667d312d943e6,
title = "Search Affordances and Constraints of Mobile Channel in e-Marketplace: An Empirical Investigation on Sales Distribution",
abstract = "In this study, we investigate how the mobile channel adoption by e-market users affects their search intensity and the shape of their aggregated sales distribution in the e-marketplace. Our analysis results based on the large dataset obtained from a leading e-marketplace in Korea show that the mobile channel adoption encourages search activities in the e-marketplace, but decreases the chance of purchasing tail products overall. This is contrary to the previous belief that more search activities by e-market users lead to the increase in market shares of tail products. Specifically, the display rank of orders made by e-market users is lowered by their adoption of the mobile channel, suggesting more alternatives are considered to make the order by the adoption. The share of head products in their aggregated sales distribution, however, is increased by the adoption. We have also found inconsistent patterns of the adoption effect across product categories. For search goods such as PC, phone, camera, and digital appliances, mobile channel adoption intensifies search activities but results in more head product sales, whereas, for convenience goods such as home supplies and processed foods, the adoption discourages search activities and purchasing of tail products. Lastly, in the case of preference goods such as toys, clothing, and fashion items, the adoption intensifies search activities and causes more tail product sales. We discuss our results and provide future directions of the study.",
author = "Yongjin Park and Youngsok Bang and Ahn, {Jae Hyeon}",
year = "2018",
month = "1",
day = "1",
language = "English",
note = "38th International Conference on Information Systems: Transforming Society with Digital Innovation, ICIS 2017 ; Conference date: 10-12-2017 Through 13-12-2017",

}

Park, Y, Bang, Y & Ahn, JH 2018, 'Search Affordances and Constraints of Mobile Channel in e-Marketplace: An Empirical Investigation on Sales Distribution', Paper presented at 38th International Conference on Information Systems: Transforming Society with Digital Innovation, ICIS 2017, Seoul, Korea, Republic of, 17/12/10 - 17/12/13.

Search Affordances and Constraints of Mobile Channel in e-Marketplace : An Empirical Investigation on Sales Distribution. / Park, Yongjin; Bang, Youngsok; Ahn, Jae Hyeon.

2018. Paper presented at 38th International Conference on Information Systems: Transforming Society with Digital Innovation, ICIS 2017, Seoul, Korea, Republic of.

Research output: Contribution to conferencePaper

TY - CONF

T1 - Search Affordances and Constraints of Mobile Channel in e-Marketplace

T2 - An Empirical Investigation on Sales Distribution

AU - Park, Yongjin

AU - Bang, Youngsok

AU - Ahn, Jae Hyeon

PY - 2018/1/1

Y1 - 2018/1/1

N2 - In this study, we investigate how the mobile channel adoption by e-market users affects their search intensity and the shape of their aggregated sales distribution in the e-marketplace. Our analysis results based on the large dataset obtained from a leading e-marketplace in Korea show that the mobile channel adoption encourages search activities in the e-marketplace, but decreases the chance of purchasing tail products overall. This is contrary to the previous belief that more search activities by e-market users lead to the increase in market shares of tail products. Specifically, the display rank of orders made by e-market users is lowered by their adoption of the mobile channel, suggesting more alternatives are considered to make the order by the adoption. The share of head products in their aggregated sales distribution, however, is increased by the adoption. We have also found inconsistent patterns of the adoption effect across product categories. For search goods such as PC, phone, camera, and digital appliances, mobile channel adoption intensifies search activities but results in more head product sales, whereas, for convenience goods such as home supplies and processed foods, the adoption discourages search activities and purchasing of tail products. Lastly, in the case of preference goods such as toys, clothing, and fashion items, the adoption intensifies search activities and causes more tail product sales. We discuss our results and provide future directions of the study.

AB - In this study, we investigate how the mobile channel adoption by e-market users affects their search intensity and the shape of their aggregated sales distribution in the e-marketplace. Our analysis results based on the large dataset obtained from a leading e-marketplace in Korea show that the mobile channel adoption encourages search activities in the e-marketplace, but decreases the chance of purchasing tail products overall. This is contrary to the previous belief that more search activities by e-market users lead to the increase in market shares of tail products. Specifically, the display rank of orders made by e-market users is lowered by their adoption of the mobile channel, suggesting more alternatives are considered to make the order by the adoption. The share of head products in their aggregated sales distribution, however, is increased by the adoption. We have also found inconsistent patterns of the adoption effect across product categories. For search goods such as PC, phone, camera, and digital appliances, mobile channel adoption intensifies search activities but results in more head product sales, whereas, for convenience goods such as home supplies and processed foods, the adoption discourages search activities and purchasing of tail products. Lastly, in the case of preference goods such as toys, clothing, and fashion items, the adoption intensifies search activities and causes more tail product sales. We discuss our results and provide future directions of the study.

UR - http://www.scopus.com/inward/record.url?scp=85041703091&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85041703091&partnerID=8YFLogxK

M3 - Paper

AN - SCOPUS:85041703091

ER -

Park Y, Bang Y, Ahn JH. Search Affordances and Constraints of Mobile Channel in e-Marketplace: An Empirical Investigation on Sales Distribution. 2018. Paper presented at 38th International Conference on Information Systems: Transforming Society with Digital Innovation, ICIS 2017, Seoul, Korea, Republic of.