題 目：Bridging Traditional Behavioral Theories and Electronic Commerce Applications: A Case from Regulatory Focus Theory
時(shí) 間：2016年10月9日下午2：00-4：00
地 點(diǎn)：9號(hào)學(xué)院樓404室
主講人：黃鸝強(qiáng)博士
主辦單位：信工學(xué)院
主講人簡(jiǎn)介
黃鸝強(qiáng)博士就職于浙江大學(xué)管理學(xué)院,，主要專注于電子商務(wù)的研究，具體興趣方向包括網(wǎng)上消費(fèi)者評(píng)論,、消費(fèi)社區(qū),、跨境電子商務(wù)、以及中國中小企業(yè)電子商務(wù)投資戰(zhàn)略,，等相關(guān)研究,。他的研究成果發(fā)表于信息系統(tǒng)領(lǐng)域?qū)W術(shù)期刊如Journal of Management Information Systems, Information & Management, International Journal of Electronic Commerce等。
報(bào)告摘要
Bridging the traditional behavioral theories and their applications in the digital era (e.g., electronic commerce context) is of especially significance. Taking the regulatory focus theory as an example, this study seeks to understand whether consumers’ regulatory focus can be explored from the existing behavioral data, and if so, how can it be identified and applied. Leading by this question, this study develops an innovative method, using mixed research methods like data mining, survey as well as econometric model, to identify customers’ regulatory focus based on customers’ behavioral data. In addition, we also show the application issues of this theory in data analytics. The successful conduction of this study not only extends the application boundary of regulatory focus theory, but also provides a series of guidelines for practitioners.
Key words: traditional behavioral theories, electronic commerce, regulatory focus theory, big data era
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