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- W2507885810 abstract "Despite the popular use of product sampling as a promotional strategy by retailers, existing research has only studied offline sampling of physical goods and online sampling of information goods, but overlooked online sampling of physical goods. We thus assemble a rich panel-level data set from Taobao to quantify the sales impact of online sampling of physical goods. Based on multiple identification strategies and estimation methods, we find robust evidence that online sampling promotion has a positive relationship with product sales. Specifically, a 1% increase in the number of free samples provided of a product is related to a 0.106% increase in the product’s sales quantity. Additionally, online sampling promotion has the largest sales impact for experience products (sales elasticity = 0.291), followed by search products (sales elasticity = 0.092), and then credence products (insignificant sales elasticity). Furthermore, product popularity does not moderate the sales impact of online sampling, but is twice as effective as online sampling in driving product sales. Our empirical findings provide important contributions to existing product sampling literature, and offer critical managerial implications to online retailers’ promotional strategies." @default.
- W2507885810 created "2016-09-16" @default.
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- W2507885810 date "2016-01-01" @default.
- W2507885810 modified "2023-09-24" @default.
- W2507885810 title "Quantifying the Sales Impact of Online Product Sampling Promotion" @default.
- W2507885810 doi "https://doi.org/10.2139/ssrn.2832591" @default.
- W2507885810 hasPublicationYear "2016" @default.
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