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【学术报告】王洪鹏博士:Is It Always “the Faster the Better?”

文章来源:行政办公室 作者:周钰涵 审核:何文盛 发布时间:2022年05月12日 点击数: 次 字号:【

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报告题目:Is It Always “the Faster the Better?” The Role of IT-enabled Artifacts in the Relationship between Product Delivery and Online Sales

主 持 人:牛春华 副教授

报 告 人:王洪鹏 博士

报告时间:2022年5月14日(周六)上午9:00至10:30

报告地点:腾讯会议 会议ID(258-361-164 )

报告简介:

Delivery time is one of the keys to e-commerce success. Although retailers are taking steps to offer fast delivery services, the opening of a new distribution center requires paying substantial operating costs. Using a unique setting resulting from online sales system shifts on eBay.com, we find that introducing an information technology (IT)-enabled artifact, i.e., a guaranteed delivery toggle (GDT), may be a promising approach to handle the trade-off between delivery speed improvement and delivery-related expenses. Specifically, our paper devises three complementary studies—1) examining economic impact using observational data, 2) investigating underlying mechanisms using randomized experiments, and 3) analyzing long-term influences using observational data—to show how the GDT function affects the relationship between delivery time and sales. An intriguing finding is that the sales of slow-delivery products grow faster than do those of rapid-delivery products after the GDT implementation. A possible explanation is that in the absence of the GDT in which all attributes are mixed, consumers who tend toward the simultaneous attribute choice may not have better insights into how much the delivery is worth relative to other attributes and purchase an item inconsistent with their delivery preferences (DPs). However, when consumers can evaluate the delivery attribute first and then compare other attributes to make a sequential attribute choice, they are more informed of whether the product offers a superior fit for their DPs and show a higher level of purchase satisfaction. In addition, the GDT further mitigates the dimensional rating bias related to delivery time and establishes a positive feedback loop between slow-delivery products and product reviews.

配送时间是影响电子商务成功的关键因素。虽然零售商采取了多种措施来提供快速的配送服务,但开设新的配送中心需要支付大量的运营成本。通过eBay在线销售系统的独特设置,我们发现引入信息技术(IT)支持的人工组件,即保证交付时间的切换按钮(GDT),可能是平衡交付速度快与交付成本高的潜在方法。具体而言,本文设计了三个相互补充的研究——1)使用观察数据检验GDT的经济作用,2)利用随机实验研究GDT发挥效用的作用机制,3)使用观察数据分析GDT对产品评论的长期作用——探讨GDT对交付时间与销量之间关系的影响。研究发现:GDT实施后,相比交货快的产品,交货慢的产品会有更迅速的销量增长。作用机制是:GDT实施前,消费者面对混合的产品属性,倾向做出同时选择,因未能更好地洞察交付时间属性,购买了与预期配送偏好不符的产品。GDT实施后,消费者则可以先评估交付时间属性,然后比较产品的其他属性,在做出顺序选择的同时,选出符合自己配送偏好的产品,进而对购买表现出更高的满意度。长期来看,GDT缓解了与交付时间维度相关的产品评论偏差,并在交付缓慢的产品与产品评论之间建立了一个正反馈循环。

报告人简介:

王洪鹏,男,8297娱乐至尊品牌游戏“萃英博士后”,主要从事社交媒体、电子商务等领域的研究,多项研究成果发表在MIS Quarterly、Electronic Commerce Research and Applications、Electronic Commerce Research、Information Systems Management、《管理工程学报》等期刊,主持国家自然科学基金青年项目、中国博士后基金面上项目,参与国家社会科学基金重大项目、国家自然科学基金面上项目等。

【代表性科研成果】

[1] H. Wang, R, Du, W. Shen, L. Qiu, and W. Fan, “Product Reviews: A Benefit, a Burden,or a Trifle? How Seller Reputation Affects the Role of Product Reviews”, MIS Quarterly, Online 2022.

[2] P. Wang, R, Du, H. Wang, “Charging Renters or Not? One-side versus Both-side Brokerage Model for Online Rental Platforms”, Electronic Commerce Research and Applications, 2020.

[3] H. Wang, R. Du, J, Li, and W. Fan, “Subdivided or Aggregated Online Review System: Which is Better for Online Takeaway Market?”, Electronic Commerce Research, 2020.

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