郑志强（美国德克萨斯大学达拉斯分校教授）Zhiqiang (Eric) Zheng/
Value of Local Showrooms to Online Competitors
In this study, we quantify the value of showrooms to online competitors by investigating how the presence and absence of local showrooms impact customers’ search and purchase behaviors with online competitors. By using an exogenous event of a large retailer’s offline market exit and a unique data set capturing customers’ online browsing and purchasing activities before and after the event, we empirically examine the changes in online search and sales made by customers who lived within neighborhoods where local showrooms closed. We complement the conventional sales-based measures by devising several search-based measures in order to better quantify the value of a showroom from the perspective of customers’ online shopping experience. Using a difference-in-difference approach, we find mixed results in terms of online competitors’ sales when a neighboring showroom closes. More importantly, we observe an increase in customers’ online search intensity in the absence of local showrooms. We discuss a wide range of implications both for online and offline retailers based on our results.
郑志强，美国德克萨斯大学达拉斯分校Jindal管理学院信息系统和金融系全职教授(Ashbel Smith Professor)，美国宾夕法尼亚大学沃顿商学院博士，Information Systems Research期刊资深编辑（senior editor）。曾在Information Systems Research, Management Science, MIS Quarterly, Production and Operations Management等期刊发表多篇论文。研究兴趣包括金融科技、医疗保健分析和社会媒体分析。