网络渠道应用对中国零售业上市公司绩效的影响
The Impact of the Online Channel on Listed Retailers’ Performances in China

利用事件研究法,基于中国58家零售业上市公司的数据,研究了网络渠道应用对零售商绩效的影响。结果表明:网络渠道的应用使公司在销售额、成本、库存和投资回报等方面的绩效有了显著改善。此外,还发现采用网络渠道的时机对公司绩效提高并没有明显影响,而若有较多的实体店面时,公司绩效有显著改善;公司所在区域的不同对企业毛利润、投资回报率等方面的超额收益有明显影响。
Drawing data from 58 listed retail companies, this study examines the impact of online channel use on retailers’ performance using event study. The results show that the online channel provides significant improvements in sales, cost, inventory, and return on investments. We also find that, a high local presence is a significant advantage for retailers in sales growth, which means that the integration of traditional channels and online channel can promote the improvement of performance. In addition, the results show that the timing of online channel adoption does not have a significant impact on performance improvement, but area where the company locates dose.