讲座题目：在国际高水平期刊上发表营销类论文的心得和体会
主讲人：吴如海 副教授（Ruhai Wu）
主持人：张 蕾 博士
讲座时间：2023年6月27日（星期二）14:30
讲座地点：经管楼C557
讲座内容：本次讲座，吴教授将分享一篇已经发表和一篇正在投稿的研究。
（1）"When Karma Strikes Back: A Model of Seller Manipulation of Consumer Reviews in An Online Marketplace"
Online word of mouth (WOM) helps consumers learn about sellers' products/services quality and influences market competition. Some sellers, taking advantage of the anonymity of contributing consumers, fake consumer WOM to boost their products/services ratings. This research uses a game-theoretical model to examine sellers' dynamic pricing and their review manipulation decisions in an online marketplace. We explore the critical drivers of review manipulation and how fake reviews shape the market outcome. Specifically, the model shows a self-inhibition mechanism of review manipulation, which prevents high-quality sellers and softly discourages low-quality sellers from faking reviews.
（2）"Strategic Timing Decisions in Livestream Shopping"
Limited show duration coupled with unique audience composition poses challenges for influencers when making timing decisions in livestream shopping. Unlike traditional e-tailing, timing decisions involve more factors than simply discerning a day and time. Although influencers may consider such factors as scheduling consistency, the spillover effects from mega influencers, and time patterns in practice, the impact of these factors on timing decisions and their subsequent show performances still remain unclear. Using a unique dataset on livestream shopping, we examine the impact of main drivers on timing decisions and show performances. We uncover two novel findings. First, influencers prefer scheduling consistency when making timing decisions. Second, influencers tend to avoid spillover effects from mega influencers, but some influencers may benefit from the positive spillover effects.
主讲人简介：
吴如海博士是麦克马斯特大学DeGroote商学院的终身营销教授。 他在清华大学获得金融学学士和硕士学位，在德克萨斯大学奥斯汀分校获得经济学硕士和博士学位。吴博士是工业和零售营销战略领域的权威。 他的研究涵盖了广泛的学科，包括定价理论、供应链/渠道关系管理、广告和沟通策略以及新兴的电子商务商业模式。在他的研究中，吴博士采用博弈理论和先进的经验模型来研究企业和消费者的战略行为。他的研究经常发表在市场营销、信息系统和运营管理的顶级期刊上，并获得了著名资助机构的十多项竞争性研究基金。 他最近的研究项目包括电子商务平台的定价和管理策略，供应链中的信息不对称，竞争市场中的动态定价，联合消费中的沟通，以及直播电子商务。
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工商管理系
2023.06.21
