Zooming in the impacts of merchants’ participation in transformation from online flash sale to mixed sale e-commerce platform,Information & Management

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Zooming in the impacts of merchants’ participation in transformation from online flash sale to mixed sale e-commerce platform
Information & Management ( IF 8.2 ) Pub Date : 2020-12-10 , DOI: 10.1016/j.im.2020.103409
Xiaoqian Liu , Yong-Wu Zhou , Yi Shen , Chunmian Ge , Junhui Jiang

This study investigates the performance implications of participation in the strategic transformation of the e-commerce platform by using data from VIP.com, the largest flash sale e-commerce platform in China. By integrating online flagship stores with its existing flash sale, VIP.com has transformed from the flash sale model targeting a niche market to the mixed sale model serving the mass market. Using a PSM-DID approach, we find that participation in such strategic transformation boosted sales for merchants and also resulted in greater post-sales product returns for merchants selling seasonal products. Implications for theory and practice are discussed as well.

更新日期：2020-12-26

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