Earticle

초록

영어

China's electronic marketplace has recorded tremendous growth, and apparel sales are rising rapidly. Two sequential field experiments in an apparel online shopping mall are carried out to analyze the effects of online promotion on hit list as a demand forecasting system. Difference-in-Differences method is used to analyze the data. We find that once the products list on the Tenri list or hit items, product sales increase by 1.8 units per day. Furthermore, our analysis shows that the treatment is more effective when the price of a product is more than 200 and less than 300 Chinese RMB and the cardigan and T-shirt categorical groups show the larger sales promotion. This study can provide extremely practical implications and give better insights into the understanding of the impact of online promotion on hit list and forecasting of demand.

목차

Abstract
 Introduction
 Theoretical Background
 Research Design
 Difference-in-Difference Model
 Data and Experiment
 Results
 Treatment Effects by Price and Categories
 Discussion
 Acknowledgments
 References

저자

• Tongyo Han [ Seoul National University, College of Business Administration ]
• Seongmin Jeon [ Seoul National University, College of Business Administration ]
• Byungjoon Yoo [ Seoul National University, College of Business Administration ]

참고문헌