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- W1844998512 abstract "China's electronic marketplace has recorded tremendous growth, and apparel sales are rising rapidly. Two sequential field experiments in an apparel online shopping mall on Taobao, the most dominant marketplace in China, are carried out to analyze the effects of online promotion on hit list. We conduct one pilot test for 17 products and second experiment for 290 products and record the daily sales for each by posting selected products on hit list. Difference-in-Differences method and propensity score matching are used to analyze the data. D-in-D estimation is effective both in identifying causality and precisely measuring its impact. In the settings of e-commerce web sites, the method identifies the exact difference brought by the treatment between two groups. 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." @default.
- W1844998512 created "2016-06-24" @default.
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- W1844998512 date "2013-01-01" @default.
- W1844998512 modified "2023-09-27" @default.
- W1844998512 title "An Analysis of Hit List Effects: Field Experiments in an Electronic Marketplace" @default.
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- W1844998512 doi "https://doi.org/10.2139/ssrn.2355553" @default.
- W1844998512 hasPublicationYear "2013" @default.
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