报告题目：Ambivalent Effects of Mobile Push Notification Timing on Product Reviews: Evidence from a Randomized Field Experiment

报告人: Associate Prof. Dr. Sunghan RYU, USC-SJTU Institute of Cultural and Creative Industry in Shanghai Jiao Tong University (SJTU)

时间：2021. 5. 19 (周三) 下午13：30-15:00

地点：主楼 326

报告内容摘要:

This study examines how the timing of mobile push notifications increases the likelihood and quality of online product review postings. To estimate these causal effects, we conducted a randomized field experiment involving 8,123 users of the largest online marketplace in South Korea for tours and activities. We find that, on average, very late notifications (13 days after the tour was completed) significantly increase review postings compared with those cases without such notifications. Interestingly, the conventional practice of sending a push notification as early as possible (e.g., one day after the product experience) decreases the likelihood of a review. We also observe that the length and rating of a product review are not affected significantly by a push notification. Thus, we conclude that such notifications have an ambivalent effect that depends on when they are sent. We interpret our empirical results using the theory of psychological reactance and provide practical guidelines on how firms can manage user responses optimally with respect to the timing of the push notifications and product types. Exploiting the timing of a push, which is relatively easy to do at a low cost, improves the effectiveness of mobile push notifications.

报告人简介：

SUNGHAN RYU is an associate professor at USC-SJTU Institute of Cultural and Creative Industry in Shanghai Jiao Tong University (SJTU). He is also a research affiliate at Cambridge Centre for Alternative Finance of Cambridge Judge Business School, Cambridge University. He held visiting professor positions in University of Southern California, US and Warwick University, UK. Before joining SJTU, he was a postdoctoral fellow at School of Creative Media and Department of Information Systems in City University of Hong Kong. He earned his Ph.D. in IT management from College of Business, KAIST. His research interests include IT innovations in cultural and creative domains and effective information systems applications in the entrepreneurial context. He is the author of the book “Beauty of Crowdfunding: Blooming Creativity and Innovation in the Digital Era.” His academic works appeared in journals including Journal of Strategic Information Systems, International Journal of Electronic Commerce, Internet Research, Electronic Markets, Current Issues in Tourism, and Electronic Commerce Research & Applications and were presented at prestigious conferences such as ICIS, HICSS, Annual ICA Conference, and AOM Annual Meeting. He is the recipient of the 47th HICSS Best Paper Award, 2020 SJTU Candlelight Award (2nd Prize), and other multiple grants/awards for both research and teaching.

（承办：管理工程系、科研与学术交流中心）