식료품 리테일러의 새벽배송 서비스 제공 효과 분석: 소비자 구매데이터를 통한 이코노메트릭 모델 검증

초록

The online retail market is experiencing marked growth, accompanied by an intensification of competition among retailers. In the face of these evolving market dynamics, retailers are increasingly concentrating on enhancing their delivery services. A critical aspect of this strategic shift is the reduction of delivery times, which is especially significant for maintaining the quality of perishable food items. Retailers are now implementing early morning delivery services as a method to improve the quality and effectiveness of their offerings to consumers. This academic paper investigates the changes in consumer behavior following the adoption of dawn delivery services. It analyzes purchasing data from retailers who operate across both online and offline channels. A key focus of this research is the investigation of the dawn delivery experience's moderating effects, particularly in relation to the proximity of the retailer's physical stores to the consumer's location. Through an econometric model analysis of authentic purchase data, this study reveals that dawn delivery services significantly increase consumer spending and shopping frequency at retailers specializing in groceries. This effect is found to be more substantial when the retailer's physical stores are located near the consumer. This research contributes important insights into how advanced delivery systems can boost actual consumer spending and demonstrates that dawn delivery can enhance consumer engagement with retail brands. Furthermore, it provides significant empirical evidence for omni-channel retailing research, underscoring the synergistic relationship between offline and online retail platforms.

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