题 目：The Helpfulness of User-Generated Product Reviews: A Retailer’s Perspective
主讲人：Yue Pan副教授（Department of Management & Marketing, University of Dayton, US）
时 间：2013 年6月3日 (星期一), 上午9:30
地 点：主楼六层会议室
主讲人简介：
Yue Pan, is an associate professor of Marketing in University of Dayton and received the Ph.D. degree in Business Administration from University of Georgia, Athens, GA in 2003. Prof. Yue Pan’s current research interests include Crowding, Retail patronage, Internet marketing, Cross-cultural perspectives and Consumer behavior and has published 17 refereed articles in reputed journals such as Cross Cultural Management: An International Journal and Journal of Business Research. Awards: 2011 Outstanding Paper Award, Emerald Literati Network;Research Fellows Grants-in-Aid, University of Dayton Research Council, 2009. Reviewer: International Business Research (Editorial Board); International Journal of E-adoption (IJEA) (Editorial Board); Journal of Retailing (Ad-hoc reviewer); Journal of the Academy of Marketing Science (Ad-hoc reviewer).
内容简介：
Today, numerous B2C websites provide support for user-generated product reviews. With the growing popularity of consumer product reviews, the topichas received increased attention from researchers as well as practitioners. This presentation aims to cast a strategic perspective on the helpfulness of user-generated product reviews. Particularly, I’ll address the following issues: 1) how consumer-generated product reviews affect business bottomline; 2) what we know about this topic so far; and 3), what retail managers can do to capitalize on the effect of user-generated product reviews.