Effectiveness of Integrated Offline-and-Online Promotions in Omnichannel Targeting: A Randomized Field Experiment옴미채널상황에서의 온라인/오프라인 혼합 프로모션의 효과: 무작위 필드실험으로

Cited 2 time in webofscience Cited 0 time in scopus
  • Hit : 169
  • Download : 0
DC FieldValueLanguage
dc.contributor.authorLee, Seung Yoonko
dc.contributor.authorSon, Yoonseockko
dc.contributor.authorOh, Wonseokko
dc.date.accessioned2021-08-25T02:50:07Z-
dc.date.available2021-08-25T02:50:07Z-
dc.date.created2021-08-24-
dc.date.created2021-08-24-
dc.date.issued2021-04-
dc.identifier.citationJOURNAL OF MANAGEMENT INFORMATION SYSTEMS, v.38, no.2, pp.484 - 516-
dc.identifier.issn0742-1222-
dc.identifier.urihttp://hdl.handle.net/10203/287429-
dc.description.abstractLeveraging omnichannel has become a new norm of strategic marketing in the retail industry, with many vendors foregrounding the value of customers who wish to maximize their shopping experiences across all channels. Notwithstanding such heightened attention, little is known about the effectiveness of omnichannel targeting and promotional strategies. Whereas previous studies assessed the economic worth of channel promotions independently of each other, our study delved into the effects of integrated omnichannel campaigns. Using a randomized field experiment design, we provide empirical evidence of an offline direct experience effect and revealed short-term channel substitution (spillover) effects among customers who only use the online-channel (offline-channel). We further examined omnichannel conversion behaviors after exposure to online promotion and developed different coupon schemes based on responses to the previously offered offline initiative. Finally, we detected significant patterns of post-treatment omnichannel migration and confirmed the effectiveness of integrated omnichannel promotions in fostering a shift to omnichannel shopping.-
dc.languageEnglish-
dc.publisherROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD-
dc.titleEffectiveness of Integrated Offline-and-Online Promotions in Omnichannel Targeting: A Randomized Field Experiment-
dc.title.alternative옴미채널상황에서의 온라인/오프라인 혼합 프로모션의 효과: 무작위 필드실험으로-
dc.typeArticle-
dc.identifier.wosid000682360300010-
dc.identifier.scopusid2-s2.0-85112597342-
dc.type.rimsART-
dc.citation.volume38-
dc.citation.issue2-
dc.citation.beginningpage484-
dc.citation.endingpage516-
dc.citation.publicationnameJOURNAL OF MANAGEMENT INFORMATION SYSTEMS-
dc.identifier.doi10.1080/07421222.2021.1912935-
dc.contributor.localauthorOh, Wonseok-
dc.contributor.nonIdAuthorLee, Seung Yoon-
dc.contributor.nonIdAuthorSon, Yoonseock-
dc.description.isOpenAccessN-
dc.type.journalArticleArticle-
dc.subject.keywordAuthorOmnichannel marketing-
dc.subject.keywordAuthormobile promotion-
dc.subject.keywordAuthoronline-to-offline-
dc.subject.keywordAuthoroffline-to-online-
dc.subject.keywordAuthorrandomized field experiment-
dc.subject.keywordAuthorchannel integration-
dc.subject.keywordAuthormobile targeting-
dc.subject.keywordAuthoromnichannel migration-
dc.subject.keywordPlusCONSTRUAL-LEVEL THEORY-
dc.subject.keywordPlusMARKETING COMMUNICATIONS-
dc.subject.keywordPlusPSYCHOLOGICAL DISTANCE-
dc.subject.keywordPlusSPECIAL-ISSUE-
dc.subject.keywordPlusBRAND CHOICE-
dc.subject.keywordPlusMULTICHANNEL-
dc.subject.keywordPlusINFORMATION-
dc.subject.keywordPlusRETAIL-
dc.subject.keywordPlusIMPACT-
dc.subject.keywordPlusTECHNOLOGY-
Appears in Collection
MT-Journal Papers(저널논문)
Files in This Item
There are no files associated with this item.
This item is cited by other documents in WoS
⊙ Detail Information in WoSⓡ Click to see webofscience_button
⊙ Cited 2 items in WoS Click to see citing articles in records_button

qr_code

  • mendeley

    citeulike


rss_1.0 rss_2.0 atom_1.0