With more and more companies introducing mobile apps and consumers using them during the purchase journey, it is increasingly important to understand the consequences of app adoption on behavioral outcomes. This paper investigates the impact of app adoption on the number of additional products purchased by customers (i.e., cross-buying) and how this effect varies across different product categories and different customers. We focus on two key product category characteristics (utilitarian vs. hedonic nature and perceived risk) and on adopters who vary in their adoption timings (early vs. late adopters). Using data from an online retailer and a combination of propensity score weighting with difference-in-differences and Heckman correction estimation techniques, the results show that app adoption has a positive effect on cross-buying overall, but the effect varies greatly across products and consumers. App adoption promotes additional product purchases for hedonic products but leads to less cross-buying for utilitarian products. In addition, early adopters purchase a higher number of additional product categories than late adopters, with this difference decreasing over time and for new consumers compared to existing customers. These results offer novel insights into the behavioral consequences of app adoption and provide managers with useful recommendations for improving the effectiveness of their mobile app investments.

随着越来越多的公司推出移动应用程序和消费者在购买过程中使用它们，了解应用程序采用对行为结果的影响变得越来越重要。本文调查了应用程序采用对客户购买的额外产品数量（即交叉购买）的影响，以及这种影响在不同产品类别和不同客户之间的差异。我们关注两个关键的产品类别特征（实用性与享乐性和感知风险）以及采用时间不同的采用者（早期采用者与晚期采用者）。使用来自在线零售商的数据以及将倾向得分加权与差异中的差异和赫克曼校正估计技术相结合，结果表明应用采用对整体交叉购买具有积极影响，但效果因产品和消费者而异。应用程序的采用促进了对享乐产品的额外产品购买，但导致对实用产品的交叉购买减少。此外，早期采用者比晚期采用者购买更多产品类别，与现有客户相比，这种差异随着时间的推移和新消费者的减少而减少。这些结果为应用采用的行为后果提供了新的见解，并为管理人员提供了有用的建议，以提高其移动应用投资的有效性。早期采用者比晚期采用者购买更多的额外产品类别，与现有客户相比，这种差异随着时间的推移和新消费者的减少而减少。这些结果为应用采用的行为后果提供了新的见解，并为管理人员提供了有用的建议，以提高其移动应用投资的有效性。早期采用者比晚期采用者购买更多的额外产品类别，与现有客户相比，这种差异随着时间的推移和新消费者的减少而减少。这些结果为应用采用的行为后果提供了新的见解，并为管理人员提供了有用的建议，以提高其移动应用投资的有效性。