This study investigates the impact of online-to-offline(O2O)platforms,such as Ele.me and Meituan,on offline sales in low-frequency-high-consumption industries,specifically a mid-to-highend liquor distribution chain.Us...This study investigates the impact of online-to-offline(O2O)platforms,such as Ele.me and Meituan,on offline sales in low-frequency-high-consumption industries,specifically a mid-to-highend liquor distribution chain.Using data from 77 offline stores in Beijing collected during 2019-2022,the study employs a VAR model to analyze the relationship between offline sales and the use of O2O platforms.The results reveal a long-term equilibrium between the two,with most indicators showing a positive impact of O2O platforms on offline sales.The research provides valuable insights for lowfrequency-high-consumption enterprises in making multi-channel decisions and quantifies the impact of O2O platforms on offline sales.展开更多
基金Supported by the National Natural Science Foundation of China(72172146,71772169,72272140)the Fundamental Research Funds for the Central Universities(E3E40802X2)the China Scholarship Council(202004910235)。
文摘This study investigates the impact of online-to-offline(O2O)platforms,such as Ele.me and Meituan,on offline sales in low-frequency-high-consumption industries,specifically a mid-to-highend liquor distribution chain.Using data from 77 offline stores in Beijing collected during 2019-2022,the study employs a VAR model to analyze the relationship between offline sales and the use of O2O platforms.The results reveal a long-term equilibrium between the two,with most indicators showing a positive impact of O2O platforms on offline sales.The research provides valuable insights for lowfrequency-high-consumption enterprises in making multi-channel decisions and quantifies the impact of O2O platforms on offline sales.
