题 目：Bridging Traditional Behavioral Theories and Electronic Commerce Applications: A Case from Regulatory Focus Theory

时 间：2016年10月9日下午2：00-4：00

地 点：9号学院楼404室

主讲人：黄鹂强博士

主办单位：信工学院

主讲人简介

黄鹂强博士就职于浙江大学管理学院，主要专注于电子商务的研究，具体兴趣方向包括网上消费者评论、消费社区、跨境电子商务、以及中国中小企业电子商务投资战略，等相关研究。他的研究成果发表于信息系统领域学术期刊如Journal of Management Information Systems, Information & Management, International Journal of Electronic Commerce等。

报告摘要

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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