题目：App和操作系统版本对消费者购买的影响
When Slow is Fast? The Version Effects of Mobile Apps and Operating Systems on Consumer Purchase Decisions
主讲人：张星玥，助理教授，华盛顿大学
时 间：2019年7月8日 下午2:00-3:30
地 点：同济大厦A楼206教室
报告内容摘要
Using a large-scale clickstream dataset from an online retailer, we examine the effect of the shopping app and mobile operating system (OS) versions on consumer purchase behavior. We find that consumers with new app versions are more likely to purchase no matter what mobile OS version they use: for the consumers with old/new mobile OS versions, those with new app version are more likely to purchase. However, surprisingly, when the consumers have both new/old app and mobile OS version, they become less likely to make a purchase. Our results show that the relationship between consumer purchase probability and the mobile commerce environment determined by the app and its residing mobile OS is non-linear; that is, consumer purchase probability increases in better and faster mobile commerce environments with more functionality (a new app version) at the beginning but not always. When the environment is too smooth (when the consumer uses both new mobile OS and app versions), it may hurt consumer purchase probability. These findings suggest that it is important for the firms to strategize the timing and consumer segments for app version updates.
报告人简介
Dr.Xingyue (Luna) Zhang is an Assistant Professor of Business Analytics at the Milgard School of Business at University of Washington Tacoma. Dr. Zhang’s research interests include business analytics, e-commerce, mobile economy, online consumer behavior, information systems and operations management interface. She teaches social media marketing, quantitative analysis for business, predictive analytics for undergraduate students, and social media analytics and operations management for master students.
Dr. Zhang received her Ph.D. in business and economics from Lehigh University, her master in management from Tongji University and her bachelor in management from Tongji University.
