在线和离线
广告
业务
说服
漏斗
客户参与度
产品(数学)
离线学习
营销
产品类别
互联网隐私
心理学
计算机科学
社会化媒体
万维网
在线学习
工程类
社会心理学
操作系统
机械工程
数学
几何学
作者
Sagit Bar-Gill,Shachar Reichman
标识
DOI:10.25300/misq/2021/15267
摘要
In recent years, billions of dollars have been spent by both online and offline retailers on website design aimed at increasing consumers’ online engagement. We study the relationship between online engagement and offline sales, utilizing a quasi-experimental setting in which a leading premium automobile brand gradually launched a new interactive website across markets, allowing for a treatment-control comparison. This paper offers evidence of a causal effect of online engagement on offline sales, with the high-engagement website leading to a decline of approximately 12% in car sales. This negative effect is due to substitution between online and offline engagement; users of the high-engagement website exhibited a decreased tendency to seek out personal contact with a car dealer and proceed to offline engagement—a necessary stage in the car purchase funnel. We develop an analytical model of the online-to-offline sales funnel to generalize our findings and highlight the conditions under which online engagement substitutes for offline engagement and potentially decreases offline sales. Taken together, our findings suggest that while online engagement serves as a means for both product information provision and consumer persuasion, it may fall short in achieving the latter goal, as compared to the offline channel. For purely offline products, hands-on engagement is a necessary step toward purchase. Thus, increasing consumers’ online engagement may not be an optimal strategy if it has the potential to halt progression down the sales funnel and reduce offline engagement.
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