Should Low-Frequency-High-Consumption Enterprises Add Online-to-Offline Platforms?An Empirical Study Using the VAR Model  

作　　者：Wei LI Ying LIU Haizhen YANG Sha ZHANG Binhong XU 

机构地区：[1]School of Economics and Management,Univeristy of Chinese Academy of Sciences,Beijing 100190,China [2]School of Business,University of Chinese Academy of Social Sciences,Beijing 102488,China

出　　处：《Journal of Systems Science and Information》2024年第1期81-95,共15页系统科学与信息学报（英文）

基　　金：Supported by the National Natural Science Foundation of China(72172146,71772169,72272140);the Fundamental Research Funds for the Central Universities(E3E40802X2);the China Scholarship Council(202004910235)。

摘　　要：This study investigates the impact of online-to-offline(O2O)platforms,such as Ele.me and Meituan,on offline sales in low-frequency-high-consumption industries,specifically a mid-to-highend liquor distribution chain.Using data from 77 offline stores in Beijing collected during 2019-2022,the study employs a VAR model to analyze the relationship between offline sales and the use of O2O platforms.The results reveal a long-term equilibrium between the two,with most indicators showing a positive impact of O2O platforms on offline sales.The research provides valuable insights for lowfrequency-high-consumption enterprises in making multi-channel decisions and quantifies the impact of O2O platforms on offline sales.

关 键 词：O2O platform low-frequency-high-consumption liquor distribution chain enterprise store sales VAR model 

分 类 号：F724.6[经济管理—产业经济] F274