The long-tail of online grocery shopping

被引：6
|
作者：
Richards, Timothy J. [1 ]
Rabinovich, Elliot [2 ]
机构：
[1] Arizona State Univ, Morrison Sch Agribusiness, WP Carey Sch Business, Peralta Bldg, Mesa, AZ 85212 USA
[2] Arizona State Univ, Supply Chain Management, WP Carey Sch Business, Tempe, AZ USA
来源：
AGRIBUSINESS | 2018年 / 34卷 / 03期
基金：
美国食品与农业研究所;
关键词：
PRODUCT VARIETY; ASSORTMENT; IMPACT; SALES; INFORMATION; REDUCTION; CATEGORY; STORE;
D O I：
10.1002/agr.21553
中图分类号：
F3 [农业经济];
学科分类号：
0202 ; 020205 ; 1203 ;
摘要：
The retail long tail effect implies that both the level and concentration of sales moves to slower selling products in online environments, and total sales rise. We analyze the effect of assortment variation on store sales using data from an online food seller in the Eastern United States. We find that the long-tail effect is more important in niche categories, deeper assortments are associated with a flatter distribution of sales, and total sales rise with variety. Our findings support the existence of a long tail in online food retailing. [EconLit citations: L16, L81, M31]
引用
收藏
页码：509 / 523
页数：15
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