The Effect of Social Interaction on Economic Transactions: Evidence from Changes in Two Retail Formats
研究两种零售业态变化，发现减少交易中的人际互动会改变消费者购买行为，因为社交场合中订购某些商品存在隐性成本，降低这种“社交摩擦”会促进交易。
Examining changes in two different retail formats, we show that consumers alter their purchases depending on the retail environment. In both settings, the change in behavior coincides with a reduction in the interpersonal interaction required to complete a transaction. As such, we contend that the format changes reduced a “social friction” that would otherwise inhibit consumers due to an implicit cost associated with ordering certain items in social settings. This paper was accepted by Pradeep Chintagunta, marketing.