MOBILE COMMERCE IN THE NEW TABLET ECONOMY

摘要: The rapid adoption of smartphones and tablets as well the widespread use mobile applications has been fueling growth commerce around world. This paper quantifies economic impact in ecommerce m%commerce markets by examining its complementary substitution effects with two other channels – PCs smartphones. We an archival data from largest online website China (Taobao) exploit a quasi%natural experiment to identify our results. Results show that introduction enhanced overall markets, annual approximately US$3.04 billion. tablet channel acts substitute for PC complement smartphone channel. Further, results highlight consumers spend more when is simultaneously used PC, smartphone, or both. most revenue generating combination simultaneous device usage tablet. Consumers also browse purchase distinct products they adopt provide insights retailers about how can increase their sales volume emerging economy.