DOI QR코드

DOI QR Code

Understanding Geographic Variation in Sales Performance through Offline and Online Channels

지역 특수성에 따른 오프라인·온라인 채널 성과의 이해

  • Published : 2016.09.30

Abstract

As the digital retail environement becomes prevalent, consumers are given greater opportunities to make purchases across physical and digital boundaries. Prior research emphasizes that the attractiveness of the digital or online channel is relatively determined by spatial specifics of physical locations. The overall market trend combined with prior research suggests that understanding spatial specifics becomes a key to managing both offline and online sales performance together. In this study, we focus on geographic variation in sales performance through offline and online channels and aim to investigate the channel-level sales difference between central and subsidiary areas. To this end, we obtain sales data of skincare and makeup products from a leading cosmetic company. Next, we examine spatial autocorrelations in data and then employ the spatial error models to study the effects of spatial specifics. The empirical findings are as follows. First, there are significant differences in category-specific and channel-level sales between central and subsidiary areas. Second, Moran's I statistics demonstrate the spatial autocorrelations of each variable. Third, spatial error models outperform simple regression models with lower AIC values. Finally, spatial specifics play a greater role in understanding online sales in subsidiary areas whereas they exert greater influence on offline sales in central areas. We believe our study advances the related theory and knowledge of multi-channel retailing and also contributes practically to location-dependent multi-channel strategies and sales data analytics.

Keywords

References

  1. 강보현, 오세조, "판매원의 고객지향성, 역할명확성, 역할갈등, 직무만족, 그리고 조직몰입이 기업의 성과에 미치는 영향" 유통연구, (14:3), 2009, pp.1-18.
  2. 김동수, 허문구, 이두희, "광역도시통계권 설정에 따른 지역경쟁력과 특성분석," 국토계획, (44:1), 2009, pp.181-196.
  3. 김세형, 한혜근, "부동산 가격형성요인의 공간적 이질성 탐색: 최소자승모형과 지리적 가중회귀모형의 비교를 중심으로," 감정평가학 논집, (13:1), 2014, pp.13-25.
  4. 김주희, 하종경, "인터넷 쇼핑몰에서 화장품 구매시 위험지각에 따른 구매행동에 관한 연구," 한국생활과학회지, (19:6), 2010, pp.1003-1012. https://doi.org/10.5934/KJHE.2010.19.6.1003
  5. 김지연, 김민경, 최정혜, "오프라인과 온라인 채널상의 기존제품과 신제품의 판매성과: 경험재에 대한 시계열 분석을 중심으로," 지식경영연구, (16:4), 2015, pp.109-132. https://doi.org/10.15813/kmr.2015.16.4.007
  6. 김지연, 최정혜, 정예림, "매장 내.외부 환경과 지역시장 환경이 매장 성과에 미치는 영향," 유통연구, (21:3), 2016, pp.27-53.
  7. 배순한, 서재교, 백승의, "온라인 커뮤니티의 중심성 변화에 대한 탐색적 연구: 사회연결망 분석을 이용하여," 지식경영연구, (11:2), 2010, pp.17-35.
  8. 서용구, 한경동, "대형마트 출점이 주변 상권에 미치는 영향: 공간계량경제모형을 이용한 서울시 상권분석," 유통연구, (20:2), 2015, pp.47-64.
  9. 이규하, 곽기영, "인터넷 쇼핑몰에서 구전과 보증이 신뢰에 미치는 영향: 제품평가 용이성의 조절효과를 중심으로," 지식경영연구, (15:3), 2014, pp.141-168.
  10. 이번송, 김용현, "도시의 인적자본/ R&D, 및 기타 특성이 중심 지역의 임금과 주택가격에 미치는 영향분석 - 중심 지역 삶의 질 측정을 중심으로", 경제학연구, (52:2), 2004, pp.115-150.
  11. 채성욱, 이건창, 이근영, "가상세계에서 3차원 아바타 판매원이 소비자 온라인 구매 행위에 미치는 영향에 관한 실증연구: 신뢰전이를 중심으로," 지식경영연구, (10:3), 2009, pp.153-173.
  12. 최재원, 김성호, 김경규, "카테고리 킬러형 온라인상점의 특성과 쇼핑태도에 대한 제품 유형의 조절효과," 지식경영연구, (15:4), 2014, pp.79-103. https://doi.org/10.15813/kmr.2014.15.4.005
  13. 하광옥, 이정희, 황성혁, "소비자 특성에 따른 쇼핑채널 선택에 관한 연구," 유통연구, (20:4), 2015, pp.177-199.
  14. Anderson, E.T., N.M. Fong, D.I. Simester and C.E. Tucker, "How Sales Taxes Affect Customer and Firm Behavior: The Role of Search on the Internet," Journal of Marketing Research, (47:2), 2010, pp.229-239. https://doi.org/10.1509/jmkr.47.2.229
  15. Anselin, L, "Spatial Econometrics," Boston, Mass.: Kluwer Academic, 1988.
  16. Anselin, L. and A. Bera, "Spatial Dependence in Linear Regression Models with an Introduction to Spatial Econometrics", Handbook of Applied Economic Statistics, Ullah A. and Giles D.A., eds. New York: Marcel Dekker, 1998.
  17. Avery, Jill, T.J. Steenburgh, J. Deighton, and M. Caravella, "Adding Bricks to Clicks: Predicting the Pattern of Cross-Channel Elasticities Over Time," Journal of Marketing, (76:3), 2012, pp.96-111. https://doi.org/10.1509/jm.09.0081
  18. Baker, J. A. Parasuraman, D. Grewal, and G.B. Voss, "The Influence of Multiple Store Environment Cues on Percieved Merchandise Value and Patronage Intentions," Journal of Marketing, (66:2), 2002, pp.120-141. https://doi.org/10.1509/jmkg.66.2.120.18470
  19. Baller, R., L. Anselin, S. Messner, G. Deane and D. Hawkins, "Structural covariates of US County homicide rates: incorporating spatial effects," Criminology, (39:3), 2001, pp.561-590. https://doi.org/10.1111/j.1745-9125.2001.tb00933.x
  20. Bang, Y., D. Lee, K. Han, M. Hwang, and J. Ahn, "Channel Capabilities, Product Characteristics, and the Impacts of Mobile Channel Introduction," Journal of Management Information Systems, (30:2), 2013, pp.101-126. https://doi.org/10.2753/MIS0742-1222300204
  21. Cairncross, F., "The Death of Distance". Cambridge, MA: Harvard Business School Press, 1997.
  22. Campo, K. and E. Gijsbrechts, "Should Retailers Adjust Their Micro-marketing Strategies to Type of Outlet? An Application to Location-based Store Space Allocation in Limited and Full-service Grocery Stores," Journal of Retailing and Consumer Services, (11:6), 2004, pp.369-383. https://doi.org/10.1016/j.jretconser.2003.12.003
  23. Chintagunta, P. K., J. Chu, and J. Cebollada, "Quantifying Transaction Costs in Online/Offline Grocery Channel Choice," Marketing Science, (31:1), 2012, pp.96-114. https://doi.org/10.1287/mksc.1110.0678
  24. Choi, J. and D.R. Bell, "Preference Minorities and the Internet," Journal of Marketing Research, (48:4), 2011, pp.670-682. https://doi.org/10.1509/jmkr.48.4.670
  25. Choi, J., D.R. Bell, and L.M. Lodish, "Traditional and IS-Enabled Customer Acquisition on the Internet," Management Science, (58:4), 2012, pp.754-769. https://doi.org/10.1287/mnsc.1110.1447
  26. Choi, J., S.K. Hui, and D.R. Bell, "Spatiotemporal Analysis of Imitation Behavior Across New Buyers at an Online Grocery Retailer," Journal of Marketing Research, (47:1), 2010, pp.75-89. https://doi.org/10.1509/jmkr.47.1.75
  27. Dhar, S.K., and S.J. Hoch, "Why Store Brand Penetration Varies by Retailer," Marketing Science, (16:3), 1997, pp.208-227. https://doi.org/10.1287/mksc.16.3.208
  28. Forman, C., A. Ghose, and A. Goldfarb, "Competition Between Local and Electronic Markets: How the Benefit of Buying Online Depends on Where You Live," Management Science, (55:1), 2009, pp.47-57. https://doi.org/10.1287/mnsc.1080.0932
  29. Friedman, T., "The World Is Flat: A Brief History of the Twenty-First Century," New York: Farrar, Straus, and Giroux, 2005.
  30. Geary, R.C. (1954), "The Continguity Ratio and Statistical Mapping," The Incorporated Statistician, 5(3), 115-145. https://doi.org/10.2307/2986645
  31. Greene, W.H., "Econometric Analysis", NewYork: McMillian, 5th ed., 2003.
  32. Grewal, D. and A. Sharma, "The Effect of Salesforce Behavior on Customer Satisfaction: An Interactive Framework," Journal of Personal Selling and Sales Management, (11:3), 1991, pp.13-23.
  33. Gupta, S., "Impact of Sales Promotions on When, What, and How Much to Buy," Journal of Marketing Research, (25:4), 1988, pp.342-355. https://doi.org/10.1177/002224378802500402
  34. Huang, P., N.H. Lurie, S. Mitra, "Searching for Experience on the Web: An Empirical Examination of Consumer Behavior for Search and Experience Goods," Journal of Marketing, (73:1), 2009, pp.55-69. https://doi.org/10.1509/jmkg.73.2.55
  35. Jank, W., and P.K. Kannan, "Understanding Geographical Markets of Online Firms Using Spatial Models of Customer Choice," Marketing Science, (24:4), 2005, pp.623-634. https://doi.org/10.1287/mksc.1050.0145
  36. Johnson, M., "The Application of Geodemographics to Retailing: Meeting the Needs of the Catchment," Journal of the Market Research Society, (39:1), 1997, pp.203-224.
  37. Lee, J.Y. and D. R. Bell, "Neighborhood Social Capital and Social Learning for Experience Attributes of Products," Marketing Science, (32:6), 2013, pp.960-976. https://doi.org/10.1287/mksc.2013.0796
  38. Moran, P.A.P., "Notes on Continuous Stochastic Phenomena," Biometrika, (37:1/2), 1950, pp.17-23. https://doi.org/10.1093/biomet/37.1-2.17
  39. Muller, S. and K. Haase, "Local Revenue Rsponse to Service Quality: Spatial Effects in Seasonal Ticket Revenue Data," European Journal of Marketing, (49:9), 2015, p p.1391-1416. https://doi.org/10.1108/EJM-10-2013-0531
  40. Sinai, T. and J. Waldfogel, "Geography and Internet: It the Internet a Substitute or a Complement for Cities?," Journal of Urban Economics, (56:1), 2004, pp.1-24. https://doi.org/10.1016/j.jue.2004.04.001
  41. Spence, H.E., J.F. Engel, and R.D. Blackwell, "Perceived Risk in Mail-Order and Retail Store Buying," Journal of Markerting Research, (7:3), 1970, pp.364-369. https://doi.org/10.1177/002224377000700313
  42. Tobler, W.R., "A Computer Movie Simulating Urban Growth in the Detroit Region," Economic Geography, (46:1), 1970, pp.234-240. https://doi.org/10.2307/143141
  43. Trivedi, M., "Regional and Categorical Patterns in Consumer Behavior: Revealing Trends," Journal of Retailing, (87:1), 2011, pp.18-30. https://doi.org/10.1016/j.jretai.2010.11.002
  44. Van Herpen, E., E. van Nierop, and L. Sloot, "The Relationship Between In-store Marketing and Observed Sales for Organic Versus Fair Trade Products," Marketing Letter, (23:1), 2012, pp.293-308. https://doi.org/10.1007/s11002-011-9154-1
  45. Zeithaml, V.A., "The New Demographics and Market Fragmentation," Journal of Marketing, (49:3), 1985, pp.64-75. https://doi.org/10.1177/002224298504900306

Cited by

  1. 코로나19 상황에서 직무만족도와 모바일 생산활동: 결정요인 연구 vol.22, pp.1, 2016, https://doi.org/10.15813/kmr.2021.22.1.003