Despite the increasing popularity of product sampling promotions in e-commerce, empirical research investigating its sales impacts and mechanism still lags. The objective of this paper, therefore, is to investigate the economic impact of online product sampling promotions on e-commerce...

In this study, we explore why an online retailer would open its platform and why a third-party seller would join the platform when the third party carries products identical to those the retailer sells as well as products the retailer does not carry. When the third party joins the retailer's...