讲座信息

　　主题：Modeling the Effects of Dynamic Group Influence on Shopper Zone Choice, Purchase Conversion and Spending

　　主讲人：张晓灵

　　时间： 2017年12月29日（周五）上午10：30-11：30

　　地点：25教学楼A区三层Class A

主讲人介绍

　　Xiaoling Zhang is currently assistant professor of marketing, and ACI fellow at Nanyang Business School, Nanyang Technological University. She received her doctoral education at the Kelley School of Business, IndianaUniversity-Bloomington. Her research interests center on quantitative models in marketing. She is particularly fascinated by shopper marketing, in-storedecision making, social influence, social media, and Bayesian models. She has publication experience with leading marketing journals such as Journal of Marketing and Journal of Academy of Marketing Science. She has taught various marketing courses at both undergraduate and graduate levels, including market intelligence, marketing models, research methods, introduction to marketing and international marketing, etc.

　　张晓灵，现任职南洋理工大学,南洋商学院的市场营销系助理教授, 亚洲消费者研究院的ACIFellow. 毕业于印第安纳大学Kelley商学院；研究方向主要是量化建模的方式研究市场和消费者行为, 尤其是shopper marketing, in-store decision making, social influence, social media, 和贝叶斯模型. 她具有在顶级期刊发表的经验, 包括Journal of Marketing和Journal of Academy of Marketing Science.她有很多课程的教学经验, 包括本科生和研究生的. 15年至今主持与主要参与项目基金3项，新加坡教育部Tier1 科研基金“Retail Productivity: An Interdisciplinary View” 、ACI科研基金，“Asia Gets Convenient” 、新加坡教育部Tier 1 科研基金，“Modeling Consumer Purchase Spending and Return Amount for Experience Goods: A Dynamic Approach”.

讲座内容

　　In many retail contexts, social interaction plays an important role in the shopping process.We propose a three-stage dynamic linear model that captures the influence ofgroup discussion on shopper behavior within a hierarchical Bayes framework. The model is tested using a video tracking and transaction dataset from a specialty apparel store. The research reveals that group conversations have a significant impact on the shopper’s department or “zone” choice, purchase likelihood, and spending over time. This group influence is magnified by the size of the group(particularly for zone penetration and purchase conversion), and is also moderated by group composition and cohesiveness. The conversations of mixed-agegroups and groups who stay together while shopping have a significant influenceon shopper behavior across all three stages, while discussions by adult groups exhibit a marginal carryover effect for purchase conversion. When shoppers have repeated discussions in a specific department, they are more likely to return to and buy from this department, while the cumulative number of discussions in the store drives higher spending levels. We also observe that group shoppers visit more departments than their solo counterparts; and mixed-age groups and solo shoppers are more likely to buy than adults-only or teen groups. This study has important implications for how retailers manage shopper engagement and group interaction in their stores.

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