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Impacts of logistics information on sales: Evidence from Alibaba

机译：物流信息对销售的影响：来自阿里巴巴的证据

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摘要

Facing fierce competition from rivals, sellers in online marketplaces are eager to improve their sales by delivering items faster and more reliably. Because logistics quality can be known only after a transaction, sellers must identify effective ways to communicate logistics information to consumers. Drawing on the accessibility-diagnosticity framework, we theorize that the sales impacts of logistics information depend on its relative diagnostic value. Using data on 1493 items with 505,785 consumer reviews from an online marketplace, we examine how sales are affected by three information sources for logistics services: online word of mouth (WOM) about logistics, self-reported logistics services, and expected delivery time. We use an instrumental variable method to address the endogeneity issue between sales and WOM. We find that, ceteris paribus, consumers give more weight to WOM about logistics and delivery time when they make purchase decisions but less weight to self-reported logistics service. The effects of logistics information on sales are asymmetric for large and small sellers.
机译：面对竞争对手的激烈竞争，在线市场中的卖家们渴望通过更快地提供物品，更可靠地提高销售额。由于物流质量才能在交易之后知道，因此卖方必须确定将物流信息传达给消费者的有效方法。绘制访问诊断性框架，我们理论描述物流信息的销售影响取决于其相对诊断价值。在1493项上使用数据与在线市场的505,785项消费者评论，我们研究了物流服务的三个信息来源的销售资源的影响：关于物流，自我报告的物流服务和预期交货时间的口碑（WOM）。我们使用乐器变量方法来解决销售和WOM之间的内生问题。我们发现，当地人的基本上，消费者在购买决策但自我报告的物流服务减轻时，消费者对Logistics和Delivery Time提供更多权重。物流信息对销售的影响是大小卖方的不对称。

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