Table 5 Impact of multi-app store strategy on operation performance of individual merchants coping with COVID-19 by product category.
Dependent Variable | ln(number of orders) | ln(net GMV) | ln(average net GMV per order) | Ratio of subsidies to GMV | ln(number of SKUs) |
|---|---|---|---|---|---|
(1) | (2) | (3) | (4) | (5) | |
Dummy of cooked food*dummy of a chain store*Wuhan’s lockdown | 0.039*** | 0.051*** | 0.013*** | 0.006*** | −0.001 |
(0.006) | (0.007) | (0.002) | (0.001) | (0.002) | |
Dummy of cooked food*dummy of a chain store*post Wuhan’s lockdown | 0.103*** | 0.113*** | 0.007*** | 0.005*** | 0.058*** |
(0.003) | (0.004) | (0.001) | (0.000) | (0.001) | |
Dummy of uncooked food*dummy of a chain store*Wuhan’s lockdown | 0.122*** | 0.241*** | 0.104*** | −0.015*** | 0.062*** |
(0.010) | (0.012) | (0.004) | (0.001) | (0.004) | |
Dummy of uncooked food*dummy of a chain store*post Wuhan’s lockdown | −0.054*** | 0.002 | 0.030*** | −0.029*** | −0.028*** |
(0.006) | (0.007) | (0.002) | (0.001) | (0.002) | |
Dummy of pharmacy*dummy of a chain store*Wuhan’s lockdown | 0.260*** | 0.408*** | 0.111*** | −0.014** | −0.393*** |
(0.046) | (0.054) | (0.016) | (0.006) | (0.016) | |
Dummy of pharmacy*dummy of a chain store*post Wuhan’s lockdown | 0.807*** | 0.882*** | 0.043*** | 0.008** | −0.486*** |
(0.028) | (0.034) | (0.010) | (0.004) | (0.010) | |
Dummy of others*dummy of a chain store*Wuhan’s lockdown | 0.200*** | 0.134*** | −0.044*** | 0.024*** | 0.069*** |
(0.009) | (0.011) | (0.003) | (0.001) | (0.003) | |
Dummy of others*dummy of a chain store*post Wuhan’s lockdown | 0.270*** | 0.254*** | −0.021*** | 0.010*** | 0.114*** |
(0.005) | (0.006) | (0.002) | (0.001) | (0.002) | |
Shop fixed effects | Yes | Yes | Yes | Yes | Yes |
District-week fixed effects | Yes | Yes | Yes | Yes | Yes |
Observations | ≥1,000,000 | ||||
