Motivating Effective Mobile App Adoptions: Evidence from a Large-Scale Randomized Field Experiment

References

• Ailawadi KL, Neslin SA (1998) The effect of promotion on consumption: Buying more and consuming it faster. J. Marketing Res. 35(3):390–398.Crossref, Google Scholar
• Angrist JD, Imbens GW, Rubin DB (1996) Identification of causal effects using instrumental variables. J. Amer. Statist. Assoc. 91(434):444–455.Crossref, Google Scholar
• Ashraf N, Berry J, Shapiro JM (2010) Can higher prices stimulate product use? Evidence from a field experiment in Zambia. Amer. Econom. Rev. 100(5):2383–2413.Crossref, Google Scholar
• Athey S, Imbens GW (2017) The econometrics of randomized experiments. Duflo E, Banerjee A, eds. Handbook of Economic Field Experiments, vol. 1 (North-Holland, Amsterdam), 73–140.Crossref, Google Scholar
• Bang Y, Han K, Animesh A, Hwang M (2013) From online to mobile: Linking consumers' online purchase behaviors with mobile commerce adoption. Proc. 2013 Pacific Asia Conf. Inform. Systems (PACIS) (Association for Information Systems, Atlanta), https://aisel.aisnet.org/pacis2013/128.Google Scholar
• Brynjolfsson E, Hu Y, Rahman MS (2009) Battle of the retail channels: How product selection and geography drive cross-channel competition. Management Sci. 55(11):1755–1765.Link, Google Scholar
• Charness G, Gneezy U (2009) Incentives to exercise. Econometrica 77(3):909–931.Crossref, Google Scholar
• Clover C (2016) China tech: Renminbi to burn. Financial Times (April 10), https://www.ft.com/content/eac1ff4a-fc9d-11e5-b5f5-070dca6d0a0d.Google Scholar
• Cohen J, Dupas P (2010) Free distribution or cost-sharing? Evidence from a randomized malaria prevention experiment. Quart. J. Econom. 125(1):1–45.Crossref, Google Scholar
• Cohen J, Dupas P, Schaner S (2015) Price subsidies, diagnostic tests, and targeting of malaria treatment: Evidence from a randomized controlled trial. Amer. Econom. Rev. 105(2):609–45.Crossref, Google Scholar
• Cui R, Zhang DJ, Bassamboo A (2018) Learning from inventory availability information: Evidence from field experiments on Amazon. Management Sci. 65(3):1216–1235.Google Scholar
• Datta H, Foubert B, Van Heerde HJ (2015) The challenge of retaining customers acquired with free trials. J. Marketing Res. 52(2):217–234.Crossref, Google Scholar
• Dedman C (2011) Groupon mobile rewards offer: Purchase from mobile app get $10 credit. Accessed February 28, 2016, http://blog.al.com/bargain-mom/2011/05/groupon_mobile_rewards_offer_p.html.Google Scholar
• De Haan E, Kannan PK, Verhoef P, Wiesel T (2015) The role of mobile devices in the online customer journey. Working Paper Series 2015 Report No. 15-124, Marketing Science Institute, Cambridge, MA.Google Scholar
• Deighton J, Henderson CM, Neslin SA (1994) The effects of advertising on brand switching and repeat purchasing. J. Marketing Res. 35(1):28–43.Crossref, Google Scholar
• DigiDay (2016) 3 Ways retailers are improving their mobile apps. Accessed June 1, 2016, http://digiday.com/marketing/3-ways-retailers-improving-shop-mobile-apps/.Google Scholar
• Duflo E, Glennerster R, Kremer M (2008) Using randomization in development economics research: A toolkit. Schultz T, Strauss J, eds. Handbook of Development Economics, vol. 4 (North-Holland, Amsterdam), 3895–3962.Google Scholar
• Dupas P (2014) Short-run subsidies and long-run adoption of new health products: Evidence from a field experiment. Econometrica 82(1):197–228.Crossref, Google Scholar
• Einav L, Levin J, Popov I, Sundaresan N (2014) Growth, adoption, and use of mobile e-commerce. Amer. Econom. Rev. 104(5):489–494.Crossref, Google Scholar
• Fang Z, Gu B, Luo X, Xu Y (2015) Contemporaneous and delayed sales impact of location-based mobile promotions. Inform. Systems Res. 26(3):552–564.Link, Google Scholar
• Forman C, Ghose A, Goldfarb A (2009) Competition between local and electronic markets: How the benefit of buying online depends on where you live. Management Sci. 55(1):47–57.Link, Google Scholar
• Ghose A (2017) Tap: Unlocking the Mobile Economy (MIT Press, Cambridge, MA).Crossref, Google Scholar
• Ghose A, Han SP (2014) Estimating demand for mobile applications in the new economy. Management Sci. 60(6):1470–1488.Link, Google Scholar
• Ghose A, Goldfarb A, Han SP (2013) How is the mobile Internet different? Search costs and local activities. Inform. Systems Res. 24(3):613–631.Link, Google Scholar
• Ghose A, Kwon HE, Lee D, Oh W (2019) Seizing the commuting moment: Contextual targeting based on mobile transportation apps. Inform. Systems Res. 30(1):154–174.Link, Google Scholar
• Guiteras R, Levinsohn J, Mobarak AM (2015) Encouraging sanitation investment in the developing world: A cluster-randomized trial. Science 348(6237):903–906.Crossref, Google Scholar
• Han SP, Park S, Oh W (2016) Mobile app analytics: A multiple discrete-continuous choice framework. MIS Quart. 40(4):983–1008.Crossref, Google Scholar
• Hann IH, Koh B, Niculescu MF (2016) The double-edged sword of backward compatibility: The adoption of multigenerational platforms in the presence of intergenerational services. Inform. Systems Res. 27(1):112–130.Link, Google Scholar
• Imbens G, Angrist J (1994) Identification and estimation of local average treatment effects. Econometrica 61(2):467–476.Crossref, Google Scholar
• Jung J, Bapna R, Ramaprasad J, Umyarov A (2019) Love unshackled: Identifying the effect of mobile app adoption in online dating. MIS Quart. Forthcoming.Crossref, Google Scholar
• Kato-Lin Y-C, Padman R, Downs J, Abhishek V (2015) Evaluating consumer m-health services for promoting healthy eating: A randomized field experiment. AMIA Annual Sympos. Proc., San Francisco, 1947–1956.Google Scholar
• Koetsier J (2017) Holiday ecommerce to hit record $107B in 2017; mobile will lead in visits. Forbes (November 2), https://www.forbes.com/sites/johnkoetsier/2017/11/02/holiday-ecommerce-to-break-100b-for-first-time-says-1-trillion-visit-adobe-study/#3ab945393774.Google Scholar
• Lazear EP (2000) Performance pay and productivity. Amer. Econom. Rev. 90(5):1346–1361.Crossref, Google Scholar
• Lewis M (2006) Customer acquisition promotions and customer asset value. J. Marketing Res. 43(2):195–203.Crossref, Google Scholar
• Li Y, Xie Y, Zheng E (2015) Competitive analytics of multi-channel advertising and consumer inertia. Proc. 2015 Americas Conf. Information Systems (AMCIS) (Association for Information Systems, Atlanta), https://aisel.aisnet.org/amcis2015/BizAnalytics/GeneralPresentations/29/.Google Scholar
• Liu J, Abhishek V, Li B (2016) The impact of mobile adoption on customer omni-channel banking behavior. Proc. 2016 Internat. Conf. Inform. Systems (ICIS) (Association for Information Systems, Atlanta), https://aisel.aisnet.org/icis2016/EBusiness/Presentations/10/.Google Scholar
• Luo X, Andrews M, Fang Z, Phang CW (2013) Mobile targeting. Management Sci. 60(7):1738–1756.Link, Google Scholar
• Ma Z, Pant G, Sheng ORL (2007) Interest-based personalized search. ACM Trans. Inform. Systems 25(1):5.Crossref, Google Scholar
• Miller A (2014) Manage your incentivized mobile budget for maximum volume. Accessed February 28, 2016, http://secretsaucehq.com/blog/mobile-marketing/manage-your-incentivized-mobile-budget-for-maximum-volume/.Google Scholar
• Montaguti E, Neslin SA, Valentini S (2015) Can marketing campaigns induce multichannel buying and more profitable customers? A field experiment. Marketing Sci. 35(2):201–217.Link, Google Scholar
• Narang U, Shankar V (2016) The effects of mobile apps on shopper purchases and product returns. Working paper, Mays Business School, Texas A&M University, College Station.Google Scholar
• Nelson P (1974) Advertising as information. J. Political Econom. 82(4):729–754.Crossref, Google Scholar
• Neslin SA, Shankar V (2009) Key issues in multichannel customer management: Current knowledge and future directions. J. Interactive Marketing 23(1):70–81.Crossref, Google Scholar
• Ohayon O (2011) Are incentivized downloads a good thing? Bus. Insider (June 2), http://www.businessinsider.com/are-incentivized-downloads-a-good-thing-2011-6.Google Scholar
• Qiu L, Kumar S (2017) Understanding voluntary knowledge provision and content contribution through a social-media-based prediction market: A field experiment. Inform. Systems Res. 28(3):451–679.Link, Google Scholar
• RetailMeNot (2016) The rise of mobile marketing spend in retail: 5 Trends to watch in 2016. Accessed December 9, 2016, https://www.retailmenot.com/corp/static/8643c0/filer_public/e1/65/e1658d4f-9b8c-475a-88d0-f86f9a21f1f9/rmn-wp-kelton-030116-web-v2.pdf.Google Scholar
• Retana GF, Forman C, Wu DJ (2018) Proactive customer education, customer retention, and demand for technology support: Evidence from a field experiment. Manufacturing Service Oper. Management 18(1):34–50.Link, Google Scholar
• Retana GF, Forman C, Narasimhan S, Niculescu MF, Wu DJ (2017) Technology support and post-adoption IT service use: Evidence from the cloud. MIS Quart. 42(3):961–978.Google Scholar
• Shankar V, Kleijnen M, Ramanathan S, Rizley R, Holland S, Morrissey S (2016) Mobile shopper marketing: Key issues, current insights, and future research avenues. J. Interactive Marketing 34:37–48.Crossref, Google Scholar
• Siwicki B (2014) Mobile commerce will be nearly half of e-commerce by 2018. Internet Retailer (March 10), http://www.internetretailer.com/2014/03/10/mobile-commerce-will-benearly-half-e-commerce-2018.Google Scholar
• Son Y, Oh W, Han SP, Park S (2016) The adoption and use of mobile application-based reward systems: Implications for offline purchase and mobile commerce. Proc. 2016 Internat. Conf. Inform. Systems (ICIS), (Association for Information Systems, Atlanta), https://aisel.aisnet.org/icis2016/ITImplementation/Presentations/3/.Google Scholar
• Stiglitz JE (1975) The theory of “screening,” education, and the distribution of income. Amer. Econom. Rev. 65(3):283–300.Google Scholar
• Techcrunch (2015a) What’s better? Incentivized or non-incentivized app-install campaigns. Accessed February 28, 2016, https://techcrunch.com/2015/09/10/whats-better-incentivized-or-non-incentivized-app-install-campaigns/.Google Scholar
• Techcrunch (2015b) Amazon rolls out a referral program to encourage more customers to shop on mobile. Accessed February 28, 2016, https://techcrunch.com/2015/12/17/amazon-rolls-out-a-referral-program-to-encourage-more-customers-to-shop-on-mobile/.Google Scholar
• Wang Q, Li B, Wang P, Yang J (2016) Using TB-sized data to understand multi-device advertising. Proc. 2016 Internat. Conf. Inform. Systems (ICIS) (Association for Information Systems, Atlanta), https://aisel.aisnet.org/icis2016/DataScience/Presentations/13/.Google Scholar
• Wooldridge JM (2010) Econometric Analysis of Cross Section and Panel Data (MIT Press, Cambridge, MA).Google Scholar
• Xu J, Forman C, Kim JB, Van Ittersum K (2014) News media channels: Complements or substitutes? Evidence from mobile phone usage. J. Marketing 78(4):97–112.Crossref, Google Scholar
• Xu K, Chan J, Ghose A, Han S (2016) Battle of the channels: The impact of tablets on digital commerce. Management Sci. 63(5):1469–1492.Link, Google Scholar
• Zhang X, Zhu F (2011) Group size and incentives to contribute: A natural experiment at Chinese Wikipedia. Amer. Econom. Rev. 101(4):1601–1615.Crossref, Google Scholar
• Zhang Y, Li B, Luo X, Wang X (2019) Modeling user engagement in mobile content consumption with tapstream data and field experiment. Inform. Systems Res. Forthcoming.Google Scholar
• Zheng J, Qi Z, Dou Y, Tan Y (2016) How mega is the mega? Measuring the spillover effects of Wechat by machine learning and econometrics. Working paper, Krannert School of Management, Purdue University, West Lafayette, IN.Google Scholar