時間：6月10日（周四）上午10：00-12：00
騰訊會議號：【367 194 460】
報告題目：How Can Platform Compete in Omni-channel Retailing? Considering the Role of Inter-Platform Function Usage Difference
報告人：中國科學技術大學 劉和福 教授
報告人簡介：
劉和福博士，中國科學技術大學偉德國際1946bv官網教授。ITP、IMDS、ECRA和ITM期刊副主編(Associate Editor)。研究領域包括供應鏈管理、IT價值創造、數字化商業模式、全渠道管理等。主持國家自然科學基金4項。其論文發表在了多個國際知名期刊，如Journal of Operations Management、Production and Operations Management、MIS Quarterly、Decision Support Systems等。論文已被Google學術引用3000多次, SCI/SSCI引用1000多次。
報告內容簡介：
In omni-channel retailing, online retailers increasingly adopted the practice of online-to-offline channel integration (OOCI) for steering customers to their physical stores due to better customer experience and higher sales performance. This phenomenon generates great challenges for e-commerce platforms as their competitors not only involves the other platforms but also the retailer’s physical store. In order to figure out how can the focal platform deal with such situation, this study collected data from 248 online retailers who simultaneously have flagship stores in two dominant e-commerce platforms in China. By using propensity score matching and multilevel linear model, this study identifies the important role of retailer’s differential function usage strategy in multiple platforms. Specifically, online retailer’s OOCI practice (i.e., label the products as the same type in the physical store, buy online pick up in physical store) has negative influence on product sales performance in the focal platform. However, volume differentiation, category orientation differentiation and uniqueness can mitigate the negative influence of OOCI. The implications for platform owners and online retailers are further discussed.
（承辦：管理工程系、科研與學術交流中心）
