Thesis Defense Presentation: Mr. Youngsok Bang
Mr. Youngsok BANG, a doctoral student at 黑料不打烊 University in the area of Information Systems will be presenting his thesis entitled:
IMPACTS OF MOBILE CHANNEL ON E-COMMERCE
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June 5, 2015
1:45 PM
Bronfman Building Room 310
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All are cordially invited to attend the presentation.
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Student Committee Chair:听 Professor Kunsoo Han
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ABSTRACT -听 The explosive penetration of mobile devices, together with the growth of mobile networks, is one of the most prominent trends in today鈥檚 information technology.听 However, despite the increasing significance of the mobile channel, there is a paucity of empirical research that investigates the impacts of the mobile channel. This dissertation contains the results of three empirical studies which investigate the impacts of the mobile channel on e-commerce users and the traditional online B2C marketplace.
听听听听 Study 1 investigates the cross-channel and performance impacts of the mobile channel. Specifically, I identify two channel capabilities鈥�access and search capabilities鈥攖hat differentiate mobile and online channels, and two product characteristics that are directly related to the channel capabilities鈥�time criticality and information intensity. Based on this framework, I generate a set of predictions on the differential effects of mobile channel introduction across different product categories. Consistent with the theoretical predictions, the results suggest that the performance impact of the mobile channel depends on the two product characteristics and the resulting product-channel fit.
听听听听 Study 2 demonstrates how users鈥� behavioral patterns, related to access and search, captured through their actual transactions on a PC channel of an e-marketplace could be used to predict their mobile channel adoptions. Specifically, order time dispersion (a behavioral proxy for need for anytime access) is negatively associated with the time to adopt the mobile channel, whereas the proportion of orders based on keyword or category search, the mean number of product categories per order, and the mean display rank of orders (behavioral proxies for
need for active search, broad search and deep search, respectively) are positively associated with the time to adopt the mobile channel.
听听听听 Study 3 finds empirical evidence of access affordance and search constraint of the mobile channel. I examine access affordances of the mobile channel by analyzing the purchase time dispersion changes of e-marketplace users after their adoption of mobile channel. I find that (1) a user鈥檚 purchase time becomes more dispersed throughout a day after the mobile channel adoption, but (2) the impact of the mobile channel adoption on the purchase time dispersion is significantly different across different user groups. I investigate search constraints of the mobile channel by examining the relationship between the information-intensity of products and users鈥� purchase channel choices between PC and mobile channels. I find that (3) e-market users are more likely to purchase information-intensive products through the PC channel, but (4) this tendency has weakened as their mobile shopping experience accumulates. These findings present strong empirical evidence of access affordance and search constraint of the mobile channel in e-commerce.