Effectiveness of Integrated Offline-and-Online Promotions in Omnichannel Targeting: A Randomized Field Experiment

Lee, Seung Yoon; Son, Yoonseock; Oh, Wonseok

doi:10.1080/07421222.2021.1912935

Cited by 16 publications

(5 citation statements)

References 69 publications

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“…A client's decision to leave ratings of a consultant's response may depend on both observed and unobserved factors, which may give rise to a self‐selection problem (Lee et al, 2021). Thus, in Equation (), we employ Heckman's two‐step correction approach (Heckman, 1979).…”

Section: Empirical Specification and Resultsmentioning

confidence: 99%

“…We also employ interaction terms between the randomly assigned groups and client gender, and control for age and tenure of clients, and topic of the question, to examine how the group effects are moderated. A client's decision to leave ratings of a consultant's response may depend on both observed and unobserved factors, which may give rise to a self-selection problem (Lee et al, 2021). Thus, in Equation ( 2), we employ Heckman's two-step correction approach (Heckman, 1979).…”

Section: Empirical Modelmentioning

confidence: 99%

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Gender mismatch and bias in people‐centric operations: Evidence from a randomized field experiment

Son,

Choi,

Wowak

et al. 2024

J of Ops Management

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Research at the interface of operations management (OM) and gender bias has mostly focused on operational outcomes such as hiring decisions on behalf of the employer (or firm). Largely overlooked is how the design of operational processes exacerbates (or diminishes) the amount of gender bias exhibited on behalf of the customer in a people‐centric operations environment. In this study, we conduct a randomized field experiment with a partner firm to assess gender mismatch and bias in client‐consultant exchanges. The experimental design enables us to examine gender bias within dyadic exchanges when there are gender matches (female client‐female consultant or male client‐male consultant) or gender mismatches (female client‐male consultant or male client‐female consultant). We find that reporting the consultant's gender significantly increases the client's likelihood of leaving more and higher reviews, increases the clickthrough rate on recommended products, and that the effect is stronger for females than for male consultants. We also provide support for the heterogenous effects of client experience depending on the gender (mis)match in client‐consultant exchanges, including whether the prior effects hold when there is gender masking or manipulation (e.g., reported female consultant when actually male). Our findings offer important theoretical contributions and practical implications for OM scholars and managers.

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Section: Empirical Specification and Resultsmentioning

confidence: 99%

Section: Empirical Modelmentioning

confidence: 99%

Gender mismatch and bias in people‐centric operations: Evidence from a randomized field experiment

Son,

Choi,

Wowak

et al. 2024

J of Ops Management

Self Cite

View full text Add to dashboard Cite

show abstract

“…They find that personalized mass media is the most influential in driving online (offline) purchases. Furthermore, studies in TS3 include channel integration services (Swoboda & Winters, 2021), offline and online promotions in omnichannel targeting (Lee et al, 2021), and omnichannel strategy in the consumer value chain (Mohapatra & Das, 2021).…”

Section: Science Mapping Results and Discussionmentioning

confidence: 99%

Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions

Halibas

Nguyen

Akbari

et al. 2023

J of Consumer Behaviour

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In an omnichannel era, businesses and marketers need insights into the dynamics of customer shopping behaviors, particularly the interplay between omnichannel, showrooming, and webrooming behaviors. This study investigates the evolution and trends of the research and channel shopping behaviors (RCSB) domain, spanning from 1998 to 2022, including the Covid‐19 era. The study performed a bibliometric review of 500 papers in the Scopus database. The performance analysis reveals an annual growth rate of nearly 16%, with average citations per document of 44, indicating sustained and growing research interest. Science mapping revealed five distinct cluster themes, including showrooming and webrooming in multi‐ and omni‐channel contexts; consumer behavior in online retail and shopping; customer satisfaction and trust in multi‐channel retailing; mobile commerce in a multi‐channel environment; and the interplay between online shopping, channel choice, and supply chain management. Furthermore, topics, such as showrooming, e‐commerce, retailing, and omnichannel retailing, remain popular before and during the pandemic, as seen in the thematic evolution. Our examination of the thematic maps revealed various topics that gained significance during the pandemic, such as multichannel, channel choice, customer experience, social commerce, purchase behavior, and covid‐19. Among these, the thematic maps indicate that customer experience, channel choice, multichannel, and covid‐19 are emerging and basic topics. These topics can steer research directions in the RCSB domain toward examining customer experiences using digital innovations, e‐commerce (including mobile and social commerce), and omnichannel strategy and management.

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“…Previous research has shown that the adoption of unified marketing methods by channel providers will affect consumers' channel choices ( 23 ). Gensler et al ( 24 ) believed that the higher the value consumers perceive from a product or service, the stronger their intention to choose the product or service.…”

Section: Hypotheses Model and Methodsmentioning

confidence: 99%

“…The second contribution of this paper is to identify the influencing factors and propose measurements of these latent variables. Previous research has shown that channel structures and consumers' perceived value, perceived usefulness, and perceived entertainment of purchasing channels affect consumers' channel choices ( 5 , 23 – 26 ). Through interviewing Hema Fresh's members, they demonstrated that the experience (e.g., delivery time, freshness, payment convenience) will significantly affect migration behavior.…”

Section: Introductionmentioning

confidence: 99%

Driving mechanism of consumer migration behavior under the COVID-19 pandemic

Wang

Chen

Zheng

et al. 2023

Front. Public Health

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IntroductionChina is now in the post-period of COVID-19 epidemic prevention and control. While facing normalized epidemic prevention and control, consumers behavioral intention and decision-making will still be influenced by the epidemic's development and the implementation of specific epidemic prevention measures in the medium to long term. With the impact of external epidemic prevention environment and measures, consumers' channel behavior has changed. How to better promote channel integration by adopting consumers' channel migration behavior is important for channel coordination strategies.MethodsThis paper takes fresh product retailing under normal epidemic prevention and control as an example and examines the change in channel migration behavior. Based on the value-based adoption model (VAM), this paper discusses the influence of channel characteristics and channel switching costs on channel migration intention, the mediating effect of perceived value between various influencing factors and channel migration intention, and the moderating effect of channel switching cost on perceived value and channel migration intention. Thus, an empirical study was carried out with 292 samples to verify the hypotheses.ResultsThe results show that under normal epidemic prevention and control, the influencing factors in the VAM model have a significant impact on channel migration intention; perceived value plays a mediating role between various influencing factors and channel migration intention.DiscussionsThe COVID-19 pandemic has had a significant effect on daily life and purchasing behavior. In the context of this pandemic, we have confirmed that consumers will probably change to other retailers when the usefulness, entertainment, and cost meet their expectation for purchasing fresh products. Channel characteristics have versatile features, such as channel structure and supply chain mode, which affect consumer behaviors in different ways. The perceived value comes from expectations and experience. Retailers should try to keep their products fresh and provide consumers with a high-level shopping experience during sale.

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Effectiveness of Integrated Offline-and-Online Promotions in Omnichannel Targeting: A Randomized Field Experiment

Cited by 16 publications

References 69 publications

Gender mismatch and bias in people‐centric operations: Evidence from a randomized field experiment

Gender mismatch and bias in people‐centric operations: Evidence from a randomized field experiment

Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions

Driving mechanism of consumer migration behavior under the COVID-19 pandemic

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