오프라인과 온라인 채널상의 기존제품과 신제품의 판매 성과: 경험재에 대한 시계열 분석을 중심으로 Offline and Online Channel Sales of Existing Products and New Products: Findings from Experience Goods원문보기
We examine offline and online channel sales of experience goods, and compare and contrast the sales patterns of existing products and new products between channels. To this end, we obtain the channel-specific time-series sales data from the leading company selling beauty products, both offline and o...
We examine offline and online channel sales of experience goods, and compare and contrast the sales patterns of existing products and new products between channels. To this end, we obtain the channel-specific time-series sales data from the leading company selling beauty products, both offline and online. By applying the Vector Autoregressive Model, we empirically find out how the relationship between existing products and new products changes between the shopping channels. Our empirical findings are as follows. First, the sales effects from existing products to new products are significantly positive at both offline and online channels, and this positive effect is greater in the offline channel than in the online channel. Second, the influence of new products on existing products is more positive in the offline channel than in the online channel. Third, the impact of existing products sales on new products sales is greater than that of new products on existing products. Lastly, the inertia effect, the effect within the same shopping channel and the same selling product, is significantly positive in the offline channel but not in the online channel, and this asymmetric inertia effect emerges as we focus on experience goods. Moreover, the impulse response function analysis provides the three important implications. First, companies should pay attention to the same channel but different types of products. Second, the offline channel is more vulnerable to market shock than the online channel. Third, new products sales vary by existing products sales to the greater extent, compared to the opposite relationship. We believe our study contributes theoretically and practically to the fields of marketing and knowledge management.
We examine offline and online channel sales of experience goods, and compare and contrast the sales patterns of existing products and new products between channels. To this end, we obtain the channel-specific time-series sales data from the leading company selling beauty products, both offline and online. By applying the Vector Autoregressive Model, we empirically find out how the relationship between existing products and new products changes between the shopping channels. Our empirical findings are as follows. First, the sales effects from existing products to new products are significantly positive at both offline and online channels, and this positive effect is greater in the offline channel than in the online channel. Second, the influence of new products on existing products is more positive in the offline channel than in the online channel. Third, the impact of existing products sales on new products sales is greater than that of new products on existing products. Lastly, the inertia effect, the effect within the same shopping channel and the same selling product, is significantly positive in the offline channel but not in the online channel, and this asymmetric inertia effect emerges as we focus on experience goods. Moreover, the impulse response function analysis provides the three important implications. First, companies should pay attention to the same channel but different types of products. Second, the offline channel is more vulnerable to market shock than the online channel. Third, new products sales vary by existing products sales to the greater extent, compared to the opposite relationship. We believe our study contributes theoretically and practically to the fields of marketing and knowledge management.
신제품은 기존제품에 비해 제품 품질에 대한 불확실성이 높은데, 광고와 구전이 시장에서의 신제품에 대한 지각(awareness)을 높여 불확실성을 줄일 수 있기 때문이다. Thompson & Sinha (2008)는 브랜드 충성도가 신제품 판매 성과를 결정하는 주된 요인임을 보였다.
신제품이란 무엇인가?
1996). 이 때의 신제품은 기존제품에 몇 가지 특성을 더해 출시된 제품을 지칭하기도 하고 (Katila & Ahuja 2002), 기존 제품과는 매우 다른 특성을 지닌 혁신적인 제품을 일컫기도 한다(조연진 외 2012; Veryzer 1998). 화장품이나 생필품과 같이 소비자가 빈번하게 구매하는 제품의 경우, 혁신적인 제품을 신제품으로 출시하기 보다는 몇 가지의 기능을 추가하거나 디자인을 바꾸고 약간의 수정을 거치는 방식으로 출시하곤 한다.
시장 환경 속에서의 기존제품과 신제품 사이의 관계 및 연관성을 매우 중요하게 보는 이유는 무엇인가?
기존제품과 신제품 각각의 판매 성과를 높이는 요인을 분석하는 것도 중요하지만, 시장 환경 속에서의 기존제품과 신제품 사이의 관계 및 연관성을 매우 중요한 사안으로 제안한 연구도 있었다 (Tauber 1981). 이는 소비자가 신제품을 독립적으로 인식하는 것이 아니라 기존제품과 연관지어 고려하고 구매 결정을 하기 때문이다. 기존 연구에 따르면, 기존제품과 신제품간의 연관성은 기존제품이 신제품에 미치는 영향력, 신제품이 기존제품에 미치는 영향력 이렇게 양방향 모두 가능하다.
AI-Helper
※ AI-Helper는 부적절한 답변을 할 수 있습니다.