{"id":"https://openalex.org/W3034143956","doi":"https://doi.org/10.25300/misq/2020/15630","title":"Complementarity and Cannibalization of Offline-to-Online Targeting: A Field Experiment on Omnichannel Commerce","display_name":"Complementarity and Cannibalization of Offline-to-Online Targeting: A Field Experiment on Omnichannel Commerce","publication_year":2020,"publication_date":"2020-06-01","ids":{"openalex":"https://openalex.org/W3034143956","doi":"https://doi.org/10.25300/misq/2020/15630","mag":"3034143956"},"language":"en","primary_location":{"id":"doi:10.25300/misq/2020/15630","is_oa":false,"landing_page_url":"https://doi.org/10.25300/misq/2020/15630","pdf_url":null,"source":{"id":"https://openalex.org/S57293258","display_name":"MIS Quarterly","issn_l":"0276-7783","issn":["0276-7783","2162-9730"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4327875293","host_organization_name":"MIS Quarterly","host_organization_lineage":["https://openalex.org/P4327875293"],"host_organization_lineage_names":["MIS Quarterly"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"MIS Quarterly","raw_type":"journal-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5009924116","display_name":"Xueming Luo","orcid":"https://orcid.org/0000-0002-5009-7854"},"institutions":[{"id":"https://openalex.org/I84392919","display_name":"Temple University","ror":"https://ror.org/00kx1jb78","country_code":"US","type":"education","lineage":["https://openalex.org/I84392919"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Xueming Luo","raw_affiliation_strings":["Fox School of Business, Temple University, 1801 Liacouras Walk, Philadelphia, PA 19122 U.S.A"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Fox School of Business, Temple University, 1801 Liacouras Walk, Philadelphia, PA 19122 U.S.A","institution_ids":["https://openalex.org/I84392919"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5101924279","display_name":"Yuchi Zhang","orcid":"https://orcid.org/0000-0002-5419-8679"},"institutions":[{"id":"https://openalex.org/I16269868","display_name":"Santa Clara University","ror":"https://ror.org/03ypqe447","country_code":"US","type":"education","lineage":["https://openalex.org/I16269868"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Yuchi Zhang","raw_affiliation_strings":["Leavey School of Business, Santa Clara University, 500 El Camino Real, Santa Clara, CA 95053 U.S.A"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Leavey School of Business, Santa Clara University, 500 El Camino Real, Santa Clara, CA 95053 U.S.A","institution_ids":["https://openalex.org/I16269868"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5006748097","display_name":"Fue Zeng","orcid":null},"institutions":[{"id":"https://openalex.org/I37461747","display_name":"Wuhan University","ror":"https://ror.org/033vjfk17","country_code":"CN","type":"education","lineage":["https://openalex.org/I37461747"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Fue Zeng","raw_affiliation_strings":["School of Economics and Management, Wuhan University, Wuhan, Hubei, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"School of Economics and Management, Wuhan University, Wuhan, Hubei, China","institution_ids":["https://openalex.org/I37461747"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5055017398","display_name":"Zhe Qu","orcid":"https://orcid.org/0000-0001-8568-0460"},"institutions":[{"id":"https://openalex.org/I24943067","display_name":"Fudan University","ror":"https://ror.org/013q1eq08","country_code":"CN","type":"education","lineage":["https://openalex.org/I24943067"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Zhe Qu","raw_affiliation_strings":["School of Management, Fudan University, Shanghai, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"School of Management, Fudan University, Shanghai, China","institution_ids":["https://openalex.org/I24943067"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":4,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":5.8814,"has_fulltext":false,"cited_by_count":52,"citation_normalized_percentile":{"value":0.95856459,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":95,"max":99},"biblio":{"volume":"44","issue":"2","first_page":"957","last_page":"982"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11536","display_name":"Consumer Retail Behavior Studies","score":0.9901999831199646,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11536","display_name":"Consumer Retail Behavior Studies","score":0.9901999831199646,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9818000197410583,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11437","display_name":"Digital Platforms and Economics","score":0.9555000066757202,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/cannibalization","display_name":"Cannibalization","score":0.9880176782608032},{"id":"https://openalex.org/keywords/omnichannel","display_name":"Omnichannel","score":0.9751347303390503},{"id":"https://openalex.org/keywords/online-and-offline","display_name":"Online and offline","score":0.8032472133636475},{"id":"https://openalex.org/keywords/complementarity","display_name":"Complementarity (molecular biology)","score":0.7287684679031372},{"id":"https://openalex.org/keywords/incentive","display_name":"Incentive","score":0.5815611481666565},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.53199303150177},{"id":"https://openalex.org/keywords/crowdsourcing","display_name":"Crowdsourcing","score":0.5087626576423645},{"id":"https://openalex.org/keywords/e-commerce","display_name":"E-commerce","score":0.46302738785743713},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.44206860661506653},{"id":"https://openalex.org/keywords/channel","display_name":"Channel (broadcasting)","score":0.43427199125289917},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.41303616762161255},{"id":"https://openalex.org/keywords/industrial-organization","display_name":"Industrial organization","score":0.4060436189174652},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.3086302578449249},{"id":"https://openalex.org/keywords/economics","display_name":"Economics","score":0.26782968640327454},{"id":"https://openalex.org/keywords/microeconomics","display_name":"Microeconomics","score":0.25534510612487793},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.1990668773651123},{"id":"https://openalex.org/keywords/telecommunications","display_name":"Telecommunications","score":0.1814284324645996}],"concepts":[{"id":"https://openalex.org/C2777538425","wikidata":"https://www.wikidata.org/wiki/Q1154300","display_name":"Cannibalization","level":2,"score":0.9880176782608032},{"id":"https://openalex.org/C2780928776","wikidata":"https://www.wikidata.org/wiki/Q16999365","display_name":"Omnichannel","level":2,"score":0.9751347303390503},{"id":"https://openalex.org/C2780102126","wikidata":"https://www.wikidata.org/wiki/Q10928179","display_name":"Online and offline","level":2,"score":0.8032472133636475},{"id":"https://openalex.org/C202269582","wikidata":"https://www.wikidata.org/wiki/Q2644277","display_name":"Complementarity (molecular biology)","level":2,"score":0.7287684679031372},{"id":"https://openalex.org/C29122968","wikidata":"https://www.wikidata.org/wiki/Q1414816","display_name":"Incentive","level":2,"score":0.5815611481666565},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.53199303150177},{"id":"https://openalex.org/C62230096","wikidata":"https://www.wikidata.org/wiki/Q275969","display_name":"Crowdsourcing","level":2,"score":0.5087626576423645},{"id":"https://openalex.org/C78597825","wikidata":"https://www.wikidata.org/wiki/Q484847","display_name":"E-commerce","level":2,"score":0.46302738785743713},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.44206860661506653},{"id":"https://openalex.org/C127162648","wikidata":"https://www.wikidata.org/wiki/Q16858953","display_name":"Channel (broadcasting)","level":2,"score":0.43427199125289917},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.41303616762161255},{"id":"https://openalex.org/C40700","wikidata":"https://www.wikidata.org/wiki/Q1411783","display_name":"Industrial organization","level":1,"score":0.4060436189174652},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.3086302578449249},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.26782968640327454},{"id":"https://openalex.org/C175444787","wikidata":"https://www.wikidata.org/wiki/Q39072","display_name":"Microeconomics","level":1,"score":0.25534510612487793},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.1990668773651123},{"id":"https://openalex.org/C76155785","wikidata":"https://www.wikidata.org/wiki/Q418","display_name":"Telecommunications","level":1,"score":0.1814284324645996},{"id":"https://openalex.org/C111919701","wikidata":"https://www.wikidata.org/wiki/Q9135","display_name":"Operating system","level":1,"score":0.0},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0},{"id":"https://openalex.org/C54355233","wikidata":"https://www.wikidata.org/wiki/Q7162","display_name":"Genetics","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.25300/misq/2020/15630","is_oa":false,"landing_page_url":"https://doi.org/10.25300/misq/2020/15630","pdf_url":null,"source":{"id":"https://openalex.org/S57293258","display_name":"MIS Quarterly","issn_l":"0276-7783","issn":["0276-7783","2162-9730"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4327875293","host_organization_name":"MIS Quarterly","host_organization_lineage":["https://openalex.org/P4327875293"],"host_organization_lineage_names":["MIS Quarterly"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"MIS Quarterly","raw_type":"journal-article"},{"id":"pmh:oai:aisel.aisnet.org:misq-3575","is_oa":false,"landing_page_url":"https://aisel.aisnet.org/misq/vol44/iss2/17","pdf_url":null,"source":{"id":"https://openalex.org/S30879505","display_name":"Journal of the Association for Information Systems","issn_l":"1536-9323","issn":["1536-9323"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310321080","host_organization_name":"Association for Information Systems","host_organization_lineage":["https://openalex.org/P4310321080"],"host_organization_lineage_names":["Association for Information Systems"],"type":"journal"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Management Information Systems Quarterly","raw_type":"text"}],"best_oa_location":null,"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/8","score":0.4300000071525574,"display_name":"Decent work and economic growth"}],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":58,"referenced_works":["https://openalex.org/W9715319","https://openalex.org/W300153561","https://openalex.org/W1574235309","https://openalex.org/W1801545485","https://openalex.org/W1918570226","https://openalex.org/W1937706142","https://openalex.org/W1967228352","https://openalex.org/W1976016774","https://openalex.org/W2019436141","https://openalex.org/W2034500669","https://openalex.org/W2040231366","https://openalex.org/W2073428267","https://openalex.org/W2078785426","https://openalex.org/W2078983314","https://openalex.org/W2083301984","https://openalex.org/W2096914158","https://openalex.org/W2102555735","https://openalex.org/W2104780889","https://openalex.org/W2111865761","https://openalex.org/W2112995663","https://openalex.org/W2116658594","https://openalex.org/W2118110394","https://openalex.org/W2129204218","https://openalex.org/W2131630597","https://openalex.org/W2132534623","https://openalex.org/W2135870748","https://openalex.org/W2136612012","https://openalex.org/W2142822317","https://openalex.org/W2152930081","https://openalex.org/W2159898063","https://openalex.org/W2465116584","https://openalex.org/W2486612223","https://openalex.org/W2626931015","https://openalex.org/W2733986035","https://openalex.org/W2744061457","https://openalex.org/W2911874551","https://openalex.org/W2913321842","https://openalex.org/W2969161295","https://openalex.org/W3022774728","https://openalex.org/W3121397352","https://openalex.org/W3121673041","https://openalex.org/W3121775323","https://openalex.org/W3121909861","https://openalex.org/W3122331455","https://openalex.org/W3123100403","https://openalex.org/W3123725440","https://openalex.org/W3124472816","https://openalex.org/W3124481258","https://openalex.org/W3124510033","https://openalex.org/W3124922652","https://openalex.org/W3125328076","https://openalex.org/W3125334877","https://openalex.org/W3125686817","https://openalex.org/W3125987309","https://openalex.org/W4231593901","https://openalex.org/W6712873243","https://openalex.org/W6744770729","https://openalex.org/W6745639767"],"related_works":["https://openalex.org/W2913141231","https://openalex.org/W4377021899","https://openalex.org/W4220668263","https://openalex.org/W4220991501","https://openalex.org/W4304997602","https://openalex.org/W4384524542","https://openalex.org/W3034143956","https://openalex.org/W4281666811","https://openalex.org/W4294958143","https://openalex.org/W4213227337"],"abstract_inverted_index":{"As":[0],"the":[1,58,102,140,169,221,246,254,265],"online":[2,19,39,73,108,116,176,213,274],"channel":[3,59],"is":[4,27,32],"crucially":[5],"important,":[6],"traditional":[7],"offline":[8,80,110,148,181,222,276],"retail":[9],"stores":[10],"seek":[11],"to":[12,17,133,145,174,211,216,218,240,253],"induce":[13],"their":[14,147],"existing":[15],"consumers":[16,136,163,207],"buy":[18,134,175,212],"with":[20,230],"incentives":[21],"(i.e.,":[22,155,194],"offline-to-online":[23],"targeting).":[24],"However,":[25,161],"it":[26],"debatable":[28],"whether":[29,69],"such":[30],"targeting":[31,113,258],"truly":[33],"effective.":[34],"While":[35],"advocates":[36],"argue":[37],"that":[38,49,130,205],"shopping":[40,74],"should":[41],"complement":[42],"a":[43,78,83,92,231,241],"firm\u2019s":[44,79],"store":[45,143,223],"channel,":[46],"critics":[47],"counter":[48],"doing":[50],"so":[51],"may":[52,214],"result":[53],"in":[54,220,261],"cannibalization.":[55],"Drawing":[56],"on":[57,87,245],"interplay":[60],"literature":[61],"and":[62,70,104,109,150,182,224,259,264,275],"considering":[63],"customers\u2019":[64],"travel":[65],"costs,":[66],"we":[67,96],"examine":[68],"how":[71],"inducing":[72,172],"complements":[75],"or":[76],"cannibalizes":[77],"sales.":[81,248],"Using":[82],"randomized":[84],"field":[85],"experiment":[86],"over":[88],"11,200":[89],"customers":[90],"of":[91,107,192,201,256,267],"large":[93],"department":[94],"store,":[95,171],"provide":[97],"causal":[98],"evidence":[99],"for":[100,158,162,188,197,270],"both":[101],"complementarity":[103,156],"cannibalization":[105,195],"effects":[106,127,157,196],"channels.":[111,277],"Offline-to-online":[112],"engenders":[114],"higher":[115],"purchases":[117],"(as":[118],"intended)":[119],"than":[120,235],"no":[121],"targeting.":[122],"The":[123],"local":[124],"average":[125],"treatment":[126],"models":[128],"suggest":[129,204],"once":[131],"induced":[132,210],"online,":[135],"who":[137,164,208],"live":[138,165],"near":[139],"retailer\u2019s":[141],"physical":[142],"tend":[144],"increase":[146],"spending":[149],"total":[151,183,247],"sales":[152,184],"by":[153,179,185],"47%":[154],"nearby":[159],"consumers).":[160,199],"far":[166],"away":[167],"from":[168],"brick-and-mortar":[170],"them":[173],"can":[177],"backfire":[178],"reducing":[180],"approximately":[186],"5.7%":[187],"each":[189],"additional":[190],"kilometer":[191],"distance":[193],"distant":[198,206],"Explorations":[200],"these":[202],"mechanisms":[203],"are":[209],"fail":[215],"return":[217],"shop":[219],"purchase":[225],"less":[226],"experiential":[227],"category":[228],"products":[229],"smaller":[232],"basket":[233],"size":[234],"other":[236],"customers,":[237],"thus":[238],"leading":[239],"negative":[242],"net":[243],"impact":[244],"These":[249],"findings":[250],"alert":[251],"managers":[252],"dangers":[255],"improper":[257],"investment":[260],"information":[262],"technology":[263],"importance":[266],"consumer":[268],"heterogeneity":[269],"omnichannel":[271],"commerce":[272],"across":[273]},"counts_by_year":[{"year":2026,"cited_by_count":2},{"year":2025,"cited_by_count":6},{"year":2024,"cited_by_count":12},{"year":2023,"cited_by_count":13},{"year":2022,"cited_by_count":13},{"year":2021,"cited_by_count":3},{"year":2020,"cited_by_count":3}],"updated_date":"2026-05-21T06:26:12.895304","created_date":"2025-10-10T00:00:00"}