The Impacts of Online Retail on Innovation of Traditional Retail

Abstract

Abstract:

Innovation is the primary driving force for development. The rapid development of online retail has exerted a significant impact on the traditional retail industry and changed the retail market structure and retail mode to a large extent. Scholars have extensively studied the impact of online retailers, but little attention has been paid to the impact of online retailers on retailer innovation. In order to solve this problem, this paper constructs an innovation decision-making model of traditional retailers in the two cases of online retailers and non-online retailers, and investigates the impact of the emergence and development of online retailers on the innovation of traditional retailers through a comparative analysis. On the whole, the impact of the emergence of online retail on the innovation level of traditional retailers is related to the degree of competition between online retailers and traditional retailers. When the competition between online retail and traditional retail is fierce, the emergence of online retail will promote the innovation of traditional retailers. On the contrary, the emergence of online retail will inhibit the innovation of traditional retailers. From the perspective of specific influencing factors, with the increase of sales cost of online retailers, the innovation level of traditional retailers declines. With the improvement of competition between online retailers and traditional retailers, the innovation level of traditional retailers rises. The above conclusions have a good explanatory power for the innovation behavior of traditional retailers in the real economy and enrich the research on the influence of online retail.

Key words: innovation, online retailer, traditional retailer, E-commerce

Wang Yu, Li Wei, Zhang Weijin. The Impacts of Online Retail on Innovation of Traditional Retail[J]. , 2019, 31(5): 139-146.

References

[1] 王琴,张磊,马健. 网店与实体店的关系机理与模式选择--基于溢出效应的分析[J]. 中国工业经济, 2015,(7):99-113
[2] Guo W. C., Lai F. C. Prices, Locations and Welfare When an Online Retailer Competes with Heterogeneous Brick-and-Mortar Retailers[J]. The Journal of Industrial Economics, 2017,65(2):439-468
[3] 张维今,李伟,李凯. 基于我国零售业市场特征的大型零售商买方势力效应研究[J]. 中国软科学, 2016,(8):175-183
[4] 郭家堂,骆品亮. 互联网对中国全要素生产率有促进作用吗?[J]. 管理世界, 2016,(10):34-49
[5] 雷兵. 网络零售生态系统种群成长的系统动力学分析[J]. 管理评论, 2017,29(6):152-164
[6] Kim J. B. An Empirical Study on Consumer First Purchase Intention in Online Shopping:Integrating Initial Trust and TAM[J]. Electronic Commerce Research, 2012,12(2):125-150
[7] 杨浩雄,孙丽君,孙红霞,等. 服务合作双渠道供应链中的价格和服务策略[J]. 管理评论, 2017,29(5):183-191
[8] Bailey J. P. Electronic Commerce:Prices and Consumer Issues for Three Products:Books, Compact Discs and Software[R]. OCDE Technical Report, 1998
[9] Chun S., Kim J. Pricing Strategies in B2C Electronic Commerce:Analytical and Empirical Approaches[J]. Decision Support Systems, 2005,40(2):375-388
[10] 盛天翔,刘春林. 网络渠道与传统渠道价格差异的竞争分析[J]. 管理科学, 2011,(3):56-64
[11] Lu Y., Tao Z., Wang B. A Comparison of Prices in Electronic Markets and Traditional Markets of China[J]. Chinese Economy, 2007,40(5):67-83
[12] 李凯,李伟,崔哲. 什么因素抑制了本土小型零售商自主创新?--基于纵向市场势力的分析[J]. 经济评论, 2016,(3):122-134
[13] Brynjolfsson E., Smith M. D. Frictionless Commerce? A Comparison of Internet and Conventional Retailers[J]. Management Science, 2000,46(4):563-585
[14] Ancarani F., Shankar V. Price Levels and Price Dispersion Within and Across Multiple Retailer Types:Further Evidence and Extension[J]. Journal of the Academy of Marketing Science, 2004,32(2):176-187
[15] Stylianou A. C., Kumar R. L., Robbins S. S. Pricing on the Internet and In Conventional Retail Channels:A Study of Over-the-counter Pharmaceutical Products[J]. International Journal of Electronic Commerce, 2005,10(1):135-148
[16] Lee H. Do Electronic Marketplaces Lower the Price of Goods?[J]. Communications of the ACM, 1998,41(1):73-80
[17] Erevelles S., Rolland E., Srinivasan S. Are Prices Really Lower on the Internet?[R]. An Analysis of the Vitamin Industry. In Working Paper, University of California, Riverside, 2001
[18] 张赞,凌超. 网络零售商与实体零售商的价格竞争及其对市场绩效的影响研究[J]. 产业经济研究, 2011,(6):63-70
[19] 罗美玲,李刚,孙林岩. 具有服务溢出效应的双渠道供应链竞争[J]. 系统管理学报, 2011,20(6):648-657
[20] Pei Z., Toombs L., Yan R. How does the Added New Online Channel Impact the Supporting Advertising Expenditure?[J]. Journal of Retailing and Consumer Services, 2014,21(3):229-238
[21] 王瑶,但斌,刘灿,等. 服务具有负溢出效应的异质品双渠道供应链改进策略[J]. 管理学报, 2014,11(5):758-763
[22] 蔺雷,吴贵生. 服务创新:研究现状、概念界定及特征描述[J]. 科研管理, 2005,(2):1-6
[23] 曹鸿星. 零售业创新研究述评[J]. 北京工商大学学报(社会科学版), 2010,(1):18-21
[24] Reinartz W., Dellaert B., Krafft M., et al. Retailing Innovations in A Globalizing Retail Market Environment[J]. Journal of Retailing, 2011,87:S53-S66
[25] Sundström M., Radon A. Retailers Innovate Differently--The Need for A Retail Research Laboratory[J]. International Journal of Innovation in Management, 2014,6:119-130
[26] 曹鸿星. 我国零售业创新中知识密集型服务业的作用--以IBM为例[J]. 中国软科学, 2011,(S1):187-192
[27] 汪旭晖,徐健. 零售企业自主创新能力的影响因素研究--基于辽宁14个城市本土零售企业的实证调查[J]. 财经问题研究, 2010,(10):80-86
[28] 田巍,蒋侃,王东红. 信息不对称下混合渠道零售商创新投入的供应链影响研究[J]. 运筹与管理, 2014,(2):82-88
[29] Banerjee S., Lin P. Downstream R&D, Raising Rivals'Costs, and Input Price Contracts[J]. International Journal of Industrial Organization, 2003,21(1):79-96
[30] Milliou C. Vertical Integration and R&D Information Flow:Is There a Need for ‘Firewalls’?[J]. International Journal of Industrial Organization, 2004,22(1):25-43