Cowgill & Dorobantu (2012) use dome

Cowgill & Dorobantu (2012) use domestic and cross-border data from Google AdWords that tracks clicks on ads and various types of conversion of this click into a purchase or other valuable online actions. They also find a reduction in distance-related trade costs by about two thirds. However, in line with Blum & Goldfarb (2006), their results also show that cultural distance, measured by (the absence of) a shared language and religion, matters. The trade costs related to cultural distance may increase six to tenfold when moving from offline to online trade. To assess the net impact of these increases and decreases in online trade costs (compared to offline costs), the authors estimate the "border effect" (McCallum, 1995) or home bias: to what extent do consumers have a natural preference for domestic over cross-border purchases? They find that the border
effect is very much alive in online trade and can in some estimates turn out to be even stronger than offline.

Results (Chinese) 1:

吉尔和 Dorobantu (2012) 使用国内和跨界数据来自 Google AdWords 跟踪广告点击和各种类型的此单击转换成购买或其他有价值的联机操作。他们还发现减少与距离有关的贸易成本约三分之二。然而，根据布卢姆和戈德法布 (2006 年)，其结果还表明那文化的距离，测定 (无) 共享的语言和宗教、 事项。当从脱机到联机贸易，贸易成本相关的文化距离也可能增加六至十倍。为了评估这些增加和减少在线贸易成本 (相对于离线成本) 的净影响，两位作者估计"边界效应"(麦卡勒姆，1995年) 或家庭的偏见: 到何种程度上做消费者有很自然会偏好为国内跨界购买吗?他们发现边界效果是非常活跃的在线贸易，可以在一些估计就是甚至比脱机。

Results (Chinese) 3:

考吉尔&dorobantu（2012）使用谷歌AdWords跟踪广告和各类本点击转化成购买或其他有价值的网上行为点击国内和跨境数据。他们还发现在距离相关的贸易成本减少约三分之二。然而，与百隆&Goldfarb线（2006），他们的研究结果还表明，文化距离，衡量的（没有）一个共同的语言和宗教，问题。交易成本与文化距离可能会增加六到十倍当从离线到在线贸易。对在线交易成本的增加和减少的净影响（相比线下成本），作者估计“边界效应”（McCallum，1995）或家庭的偏见：消费者在多大程度上对跨国购买有天然偏好？他们发现，边界的影响是非常活跃的，在网上交易，可以在一些估计是更强大的比离线。