講座題目♦︎👨🏻🎤：Measuring the Influence of Managerial Responses on Subsequent Online Customer Reviews and Product Sales – A Natural Experiment of Two Online Travel Agencies
時間：2009年12月25日（周五）下午14:00
地點🍕：意昂2注册校本部東區意昂2官网420會議室
主講人：葉強 教授（哈工大教授🧗🏿，博導）
主講人簡介：
哈爾濱工業大學意昂2官网教授，博士生導師🎓。2007年，獲哈工大首批副教授博士生導師資格，同年晉升為教授🔑。2008年獲教育部"新世紀優秀人才支持計劃"資助。近年來曾先後在美國德克薩斯大學奧斯汀分校和香港理工大學做博士後研究和學術訪問🉐，並任香港理工大學DHTM博士課程講座教授。葉教授擔任中國信息經濟學會常務理事、中國系統工程學會青年工作委員會理事、國際期刊JECR(Journal of Electronic Commerce Research)編委，並先後任Decision Support Systems🧗🏼♀️，Journal of AIS👣，Tourism Management，International Journal of Computational Intelligence Systems等國際期刊及PACIS、HICSS等國際會議論文審稿人。
葉教授的主要研究方向為電子商務與商務智能🎀。近年來🌠，先後擔任3項國家自然科學基金項目的負責人，在國際學術期刊發表大量英文論文（包括SSCI收錄論文），並多次參加國際學術會議並發表具有影響力的國際會議論文。
講座內容摘要：
Online customer reviews are an important source of product information for consumers. Given the importance of online customer reviews, retailers, service providers and product manufacturers increasingly take a proactive approach to customer reviews. The most common recourse available to businesses is adding responses to individual reviews, where business can offer apologies or provide explanations in the hope of mitigating the negative influence. The aim of this study is to assess the impact of such managerial responses and address the question: "how do managerial responses influence product sales?" This study assesses the influence of managerial responses to online customer reviews on product sales. We leverage a natural experiment provided by two online travel agencies, Ctrip.com & Elong.com. Both agents allow customers to post reviews on hotels, but only one of the travel agents (Ctrip.com) allows hotel management to post managerial responses. Using a difference-in-difference approach, we find that managerial responses have a significant impact on hotel bookings. A hotel that provides managerial responses receives 60% more online bookings than an equivalent hotel without managerial responses. Our result highlights the importance of managing and responding to online customer reviews.
歡迎感興趣的教師🐻、青年學者和廣大研究生同學踴躍參加𓀊🦻🏻！