喻园管理论坛2023年第66期(总第889期)

演讲主题: Team Purchase as a Marketing Strategy

主 讲 人: 彭  景，康涅狄格大学商学院助理教授

主 持 人: 王  玥，十年信誉玩家首选亚洲第一生产运作与物流管理系讲师

活动时间: 2023年7月17日（周一） 10:30-12:30

活动地点: 管理大楼209室

主讲人简介：

Jing Peng is an assistant professor of Operations and Information Management and Dean’s Ackerman Scholar at the School of Business, University of Connecticut. He received his Ph.D. in Operations, Information and Decisions from the Wharton School, University of Pennsylvania. His current research interests focus on e-commerce, social media, gig economy, and digital health. He is also very active in developing novel econometric methods and has contributed three R packages on methodologies to CRAN. His work has been published or accepted by premier journals such as Information Systems Research, Journal of Marketing Research, Management Science, and MIS Quarterly. His research has won multiple best paper awards, including Workshop on Information Systems and Economics best paper award, INFORMS Social Media Analytics Student Best Paper Runner-up award, and INFORMS eBusiness Section Best Paper Runner-Up award. He is a recipient of the INFORMS Information Systems Society Gordon B. Davis Young Scholar Award.

活动简介：

Team purchase is a novel form of group buying that encourages customers to purchase deeply discounted products together with friends or family members. Over the past few years, team purchase has become a popular marketing strategy for online sellers to acquire new customers and increase their awareness on e-commerce platforms. However, whether and how team purchase affects the sales and profits of sellers remain an open question. We answer this question using a dataset from an e-commerce platform, which started to allow sellers to enroll their products into team purchase since September 2019. Our empirical analysis reveals that enrolling a few products into team purchase has a positive spillover effect on the sales of other products of the sellers, and the effect varies substantially across different types of sellers. Specifically, the positive spillover effect is larger for diversified sellers and high-end sellers. The latter finding is surprising because conventional knowledge suggests that deep discounts tend to attract price-sensitive customers who are less likely to purchase high-end products. We further investigate the underlying mechanism and find that team purchase attracts more new customers for diversified sellers and high-end sellers. Additionally, we examine the impact of team purchase on profits and find that team purchase increases the overall profits of sellers, though they typically incur losses on the team purchase products.