Product Diversity and Firm Performance on O2O Platforms

摘要：

　　This paper studies the decision of product diversity by firms on digital platforms, and the impact of the decisions on the performance of the firms.Specifically, we take the cinema as the unit of analysis, and study the influence of the diversity of movie scheduling on cinema performance in the context of O2O (online-to-offline) platforms.The results show that the diversity of movie scheduling has a significant negative impact on box office revenues and attendance.The ratio of consumers adoption of O2O platforms significantly and negatively moderates the main effect.That is, the higher the online ratio is, the weaker the influence of movie-scheduling diversity on cinema performance.Implications of findings are discussed.

关键词： O2O platforms diversity performance long tail effect superstar effect

作者: Xing Wan Qianwen Pan

作者单位: School of Business Administration, Nanjing University of Finance and Economics, Nanjing 210023,China

会议类型: 国际会议

会议名称: The Eighteenth Wuhan International Conference on E-Business(第18届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 154-155

在线出版日期: 2019-05-24（万方平台首次上网日期，不代表论文的发表时间）