Connecting customers and merchants offline: Experimental evidence from the commercialization of last-mile pickup stations at alibaba

Brian Rongqing Han, Tianshu Sun, Leon Yang Chu, Lixia Wu, Yinghui Xu

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Many e-commerce platforms have established extensive networks of last-mile stations as their logistics infrastructure. In this study, we investigate how this last-mile infrastructure may serve as an offline platform for commercial activities (e.g., free sample distribution) to connect customers and merchants. In collaboration with Alibaba, we design two large-scale experimental studies and provide the first evidence on how platforms can leverage the walk-in traffic (organic interaction) and prompt nearby customers through online intervention (induced interactions) to improve customers' online engagement with the merchants and offline utilization of logistics infrastructure.

Original languageEnglish (US)
Title of host publication40th International Conference on Information Systems, ICIS 2019
PublisherAssociation for Information Systems
ISBN (Electronic)9780996683197
StatePublished - 2020
Externally publishedYes
Event40th International Conference on Information Systems, ICIS 2019 - Munich, Germany
Duration: Dec 15 2019Dec 18 2019

Publication series

Name40th International Conference on Information Systems, ICIS 2019

Conference

Conference40th International Conference on Information Systems, ICIS 2019
CountryGermany
CityMunich
Period12/15/1912/18/19

Keywords

  • Induced interaction
  • Instrumental forest
  • Last-mile logistics
  • Natural experiment
  • Offline platform
  • Randomized field experiment

ASJC Scopus subject areas

  • Computer Science Applications
  • Information Systems

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