题　目：Two-Birds-One-Stone for Green E-commerce: Business and Environmental Impacts of Delivery Charge on Online Grocery Platform

嘉　宾：刘佳 副教授 香港科技大学

主持人：张铄 副教授 上海交通大学安泰经济与管理学院

时　间：2024年5月23日（周四）13:30-15:00

地　点：上海交通大学 徐汇校区 安泰经济与管理学院B404

内容简介:

Despite the increasing global trend of instant home delivery, most online grocery platforms struggle to break even due to the high operational costs of instant delivery and consumer resistance to delivery charges. Using a large-scale field intervention by a leading Chinese online grocery shopping platform that introduced a delivery fee for orders below a given spending level, this paper examines the effects of delivery charges on business performance as well as environmental sustainability. We find that this policy intervention reduced order volume by approximately 10% but without significant impact on quantity sales or revenue. Meanwhile, the policy intervention significantly reduced operational costs by 16%, carbon emissions by 11%, and plastic bag usage by 13%. We also examine the heterogeneous treatment effects across order types and product categories. We find that consumers try to cross the spending threshold for free delivery by purchasing more items that are more expensive or/and are durable goods. Our research findings offer novel insights into how delivery charges can simultaneously enhance business performance and environmental sustainability, providing valuable managerial implications for practitioners.

演讲人简介：

LIU Jia is an Associate Professor of Marketing and an (Affiliated) Associate Professor of Industrial Engineering and Decision Analytics (IEDA) at Hong Kong University of Science and Technology (HKUST). Her research interests have covered a broad range of areas, including consumer search, advertising, pricing, recommender system, user generated content, social network, big data analytics, product assortment, revenue management, and AI. Jia has an extensive experience in working with various companies in different sectors. Her research has been published in several leading journals (i.e., Marketing Science, Journal of Marketing Research, Management Science, and Quantitative Marketing & Economics). Her research has also won several distinguished awards, including the 2018 John Little award for best marketing paper published in Marketing Science or Management Science. She is the recipient of the 2023 MSI Young Scholar. Jia is on the editorial review board of both Marketing Science (received the 2023 Service Awards) and the Journal of Marketing Research. Prior joining HKUST in 2018, Jia was a Postdoc researcher at Microsoft Research (NYC). She holds a Ph.D. in Marketing from Columbia University, a M.S. in Statistics, and a B.S. in Mathematics.

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