市场营销系学术讲座系列2022年第2讲

主 题：The Value of Own Delivery Service by Retailers in Emerging Markets

主讲人: 吴邦刚（四川大学商学院副研究员）

时 间：2022-03-16 10:00

地 点：明商712会议室

语 言：中英文

讲座摘要：

Why do retailers go beyond their core business of retailing to offer own delivery service in emerging markets? In this paper, we argue that using own delivery service, online retailers can build trust among their customers, which is critical for retailers in emerging markets. We empirically test this theory using the quasi-experimental data on 250,055 customers’ transactions, over ten years, across 416 cities, and 49 product categories from JD.com, the largest online direct sales retailer in China. Based on difference-in-differences models, we find that individual customers’ monthly spending increases by 7.7%, purchase frequency by 3.7%, and the number of items purchased by 9.1% due to own delivery service. We find evidence that own delivery service builds customers’ trust in the retailer’s business, especially for infrequent buyers, from low commercial credit cities, and product categories with higher uncertainty.

Keywords: own delivery service, online retail, trust, emerging market, and quasi-experiments.

主讲人简介：

吴邦刚，四川大学副研究员，清华大学管理学博士、武汉大学管理学学士。研究领域为营销模型、数字营销、在线教育和大数据分析。曾获得MSI优秀论文奖、华夏营销青年学者奖、《营销科学学报》年度最佳论文奖和优秀论文奖等。