The Relationship between Mobile Web and Mobile App Channels for Retailers

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Grant Data
Project Title
The Relationship between Mobile Web and Mobile App Channels for Retailers
Principal Investigator
Dr Chen, Hailiang   (Principal Investigator)
Duration
30
Start Date
2018-01-01
Amount
254507
Conference Title
The Relationship between Mobile Web and Mobile App Channels for Retailers
Presentation Title
Keywords
complementarity, mobile app, mobile web, retail, substitution
Discipline
Information System Management
HKU Project Code
11506417
Grant Type
General Research Fund (GRF)
Funding Year
2017
Status
Completed
Objectives
1) To quantify the effect of mobile friendliness (i.e., making a website optimized for mobile) on the traffic of a retailer’s website from mobile devices. 2) To investigate the relationship between mobile web and mobile app channels by (a) quantifying the effect of mobile friendliness for a retailer’s mobile website on the number of downloads for the same retailer’s mobile app; and (b) quantifying the effect of a mobile app launch on the traffic of the same retailer’s website from mobile devices. 3) To examine how an exogenous event, Google’s use of mobile friendliness as a ranking signal in its mobile search algorithm, affects the number of downloads for retailers’ mobile apps, thereby inferring whether mobile web complements or substitutes mobile app for retailers.