讲座题目：Hybrid E-commerce Platform:

                When an Online Retailer Offers Own Delivery Service

讲座时间：2018年6月20日（周三）上午9:30 - 11:30

讲座地点：主教615

演讲人：吴邦刚博士

吴邦刚于2012年获得武汉大学管理学学士学位和应用数学双学位；现为清华大学市场营销系博士生，即将获得清华大学管理学博士学位；他的主要研究领域为营销模型、大数据营销、移动互联网和客户关系管理。

论坛简介：随着移动电子商务的发展，系统地理解移动互联网环境下企业营销策略创新成为企业管理者和研究者重点关心的问题。本文围绕用户平台化经营模式的创新，通过设计自然实验，探究了企业建立混合平台对用户购买行为的影响，并探索了其影响机制。以京东开始自有物流服务为研究背景，设计准实验，通过合成控制法和双重差分模型，发现企业建立线上零售线下自营物流的混合平台不仅会增加用户购买金额、购物次数和购买产品数，也会增加企业总的产品销量。本章进一步发现，建立混合平台能够提高用户对平台的信任，进而提高企业销量。

Abstract:The imbalanced development of logistics and payment makes it difficult for an online retailer to reduce the uncertainty of online shopping in emerging markets. In response,some online retailers establish a hybrid e-commerce platform in the hope to reduce online shopping uncertainty, and thus to establish customers’ trust in the platform and increase their purchases. Based on two natural experiments arising from JD.com’s initiative of establishing its own delivery service, we examine how the setup of a hybrid e-commerce platform influenced customers’shopping behaviors between 2009 and 2013. We find that the founding of a hybrid e-commerce platform led customers to increase purchases by 7 to 10 percent at city level. In addition, we find that the sales boosting effect is greater for (1) cities with less mature shipping service, (2) light-buyers, (3) categories with higher uncertainty, and (4) products with less discounts. The results are consistent with the interpretation that the establishment of a hybrid e-commerce platform improves shoppers’ trust in the online retailer. Thus, a hybrid platform does more than to speed up the delivery, but more importantly,it helps to build customer trust in the business.

Keywords:hybrid platform, own delivery service, trust, synthetic control method, natural experiments