题目：Disentangling the Determinants of Consumer Consideration Set Formation and Choice

主讲人：王刚 助理教授 （University of Delaware）

时间：2016年6月28日14：00

地点：主楼216

主讲人介绍：

    Dr. Gang Wang is currently an assistant professor of Accounting & MIS Department, Alfred Lerner College of Business & Economics, University of Delaware. He got his doctoral degree from University of Connecticut, and M.E. and B.S. degrees from Nankai University. His research interests include social media, e-business platforms, firm strategies in e-markets, and learning analytics. He is proficient in applied econometrics, experimental economics, data and text mining. He has published eight refereed papers in Journal of Electronic Commerce Research, ACM Transactions on MIS, and other conferences including Informs Annual Meeting. He also has several papers under review of some top tier journals. He serves as reviewer for journals such as Information Systems Research, MIS Quarterly, Decision Support Systems, and Information & Management, etc. 

内容介绍：

    With the increasing popularity of social media such as, microblogs and online reviews, over 70% of consumers rely on social networks to guide purchase decisions (ODM, 2014). Prior research has struggled to determine whether social influence affects consideration, choice, or both. In this study, we focus on how consumers’ consideration and choice decisions are influenced by two different types of information: normative information and persuasive information. We also examine how social network structure moderates the impact of the two types of information on consumer decisions. Utilizing a large panel data set collected from Douban, one of the largest social network site in China, we find that two types of information have different impacts on consumers’ consideration set formation versus final choice decisions. 

（承办：管理科学与工程系，科研与学术交流中心）