岭南学术交流会（商务管理系）

报告题目：Coordinating Product Information in Offline and Online Channels: A Perspective of Product Descriptions and Consumer Reviews 

报    告   人：邓淇元（新加坡管理大学，研究员）

主    持   人：王杉（中山大学岭南学院，助理教授）

时           间：2020年11月30日（周一）下午14:30-16:00

地           点：岭南堂汪道涵会议室

语           言：英文+中文

摘要：

        In an omni-channel environment, it is possible to convey uniform information to consumers offline and online. In this paper, we study how retailers strategically coordinate product information in offline and online channels. We consider a retailer selling a single product to heterogenous consumers through the two channels. The retailer provides a product description for each channel to help the consumers assess whether the product fits their tastes. The retailer can coordinate or differentiate product descriptions in the offline and online channels. We find that the optimality of coordinating information in the two channels depends on the nature of the product carried by the retailer. We further consider an endogenous consumer review system. Analysis shows that coordinating product information become more appealing with the presence of consumer reviews and it is particularly useful when the difference between the offline and online channels is small. However, the finding that consumer reviews can reduce the retailer's profit also highlights the risk of simply providing a review system without considering its adverse effect.

报告人简介：

        邓淇元博士现任新加坡管理大学研究员。她的研究方向包括运营管理，信息系统，和市场营销。她目前的研究重点是电子商务、线上平台以及网红经济背景下的运营问题。她还对信息经济和社交媒体网络中广泛出现的问题感兴趣。与此同时，她希望运用数据科学的方法解决传统的运营问题。

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