Replication data for: Shopping Cost and Brand Exploration in Online Grocery

This paper compares consumers' brand exploration when shopping online versus in a brick-and-mortar store. I use a new scanner dataset to compare the behavior of households shopping online and in-store at the same chain, for identical items and prices. I find that brand exploration is more prevalent in-store. My model quantifies the role of features of e-commerce, like the existence of "favorites lists" and the difficulty in verifying item quality. Limited exploration online implies higher barriers to entry on the Internet channel. Counterfactual exercises suggest that online advertising could make the Internet channel more competitive. (JEL D12, L11, L81, M31, M37)

本文对比了消费者在网购与实体门店购物时的品牌探索行为。本文采用全新的扫描器数据集，对比了同一连锁品牌下，家庭消费者在网购与线下门店购买相同商品且价格一致时的行为表现。研究发现，线下门店中的品牌探索行为更为普遍。本文构建的模型量化了电子商务各项特征的作用，例如“收藏清单”的存在性，以及验证商品质量的难度。线上品牌探索行为较为有限，这意味着互联网渠道存在更高的进入壁垒。反事实实验结果表明，线上广告可提升互联网渠道的竞争力。（JEL D12, L11, L81, M31, M37）