总结以下这句话：许多公司将移动应用程序作为销售产品、提供服务和增加 客户参与的协同新渠道例如De Haan等人2018。客 户的购买行为在采用APP后明显发生了变化。从公司的角度 来看了解这种现象的性质是至关重要的特别是因为在 数字时代对新技术投资的问责已经变得越来越重要。在 这篇文章中我们在一家大型国际酒店集团的背景下研究 了这种购买行为的变化该集团在20l 1年中期推出了其移 动应用程序。 虽

This sentence discusses how many companies are using mobile applications as a new channel for sales, services, and increasing customer engagement. It highlights the importance of understanding the changes in customer behavior that occur after adopting an app, particularly in the digital age where accountability for new technology investments is crucial. The article presents research on a large international hotel group that launched their mobile app in 2011 and discovered that the positive effects of app adoption on customer spending and retention may not always be realized. The study proposes a mechanism to explain the negative effects of app adoption, which may be due to the intense competition in the hotel industry, the suitability of mobile apps as research tools for travel products, and the nature of hotel product demand. The article concludes that similar negative effects may occur in other product categories where search is important and customers tend to adopt multiple apps within the same category. The study contributes to the emerging literature on mobile applications by highlighting the interesting mechanism that may lead to negative results of app adoption. The authors hope that future research will focus on identifying the boundary conditions for the positive effects of mobile apps in similar or different environments