报告人简介：王刚博士，美国特拉华大学商学院副教授，研究兴趣主要包括社交媒体和社会影响、电子商务战略等，其研究成果发表于MIS Quarterly、Information Systems Research、Decision Support Systems、ACT Transactions on Management Information Systems等国际期刊。
报告简介：Restaurants are increasingly relying on on-demand delivery platforms (e.g., DoorDash, Grubhub, and Uber Eats) to reach customers and fulfill takeout orders. Although on-demand delivery is a valuable option for consumers, whether restaurants benefit from or are being hurt by partnering with these platforms remains unclear. This paper investigates whether and to what extent the platform delivery channel substitutes restaurants’ own takeout/dine-in channels and the net impact on restaurant revenue. Empirical analyses show that restaurants overall benefit from on-demand delivery platforms—these platforms increase restaurants’ total takeout sales while creating positive spillovers to customer dine-in visits. However, the platform effects are substantially heterogeneous, depending on the type of restaurants (independent vs. chain) and the type of customer channels (takeout vs. dine-in). The overall positive effect on fast-food chains is four times as large as that on independent restaurants. For takeout, delivery platforms substitute independent restaurants’ but complement chain restaurants’ own takeout sales. For dine-in, delivery platforms increase both independent and chain restaurants’ dine-in visits by a similar magnitude. Therefore, the value of delivery platforms to independent restaurants mostly comes from the increase in dine-in visits, whereas the value to chain restaurants primarily comes from the gain in takeout sales. Further, the platform delivery channel reduces geographic frictions and the opportunity for independent restaurants to differentiate with premium services and dine-in experience, which may explain why independent restaurants do not benefit as much from on-demand delivery platforms.
