What are the revenue implications of mobile channel visits? Evidence from the online travel agency industry

作者：

Highlights：

• Compared with desktop channel visits, mobile channel visits have a shorter wear-out time but greater short-term effects on firm revenues.

• The revenue implication of mobile channel visits is contingent on certain traffic sources and product types.

• Compared with referral and direct traffic, search engine traffic has greater short-term effects on firm revenues.

• Compared with high involvement products, mobile visits for low involvement products have a greater short-term effect on firm revenues.

摘要

•Compared with desktop channel visits, mobile channel visits have a shorter wear-out time but greater short-term effects on firm revenues.•The revenue implication of mobile channel visits is contingent on certain traffic sources and product types.•Compared with referral and direct traffic, search engine traffic has greater short-term effects on firm revenues.•Compared with high involvement products, mobile visits for low involvement products have a greater short-term effect on firm revenues.

论文关键词：Desktop channel,Empirical research,Firm revenue,Mobile channel,Vector autoregression,Web traffic

论文评审过程：Received 29 August 2018, Revised 24 May 2019, Accepted 24 May 2019, Available online 25 May 2019, Version of Record 29 May 2019.

论文官网地址：https://doi.org/10.1016/j.elerap.2019.100865