欢迎访问西北工业大学澳门新葡萄京所有网站!

今天是:
您当前所在的位置: 澳门新葡萄京所有网站 -> 新闻事件 -> 学术动态 -> 正文
分享到:

2017年9月20日YING ZHU博士报告会通知

发布日期:2017-09-18  来源:  点击量:

报告题目:Getting in touch with your thinking style: How touchscreens influencepurchase

报 告 人:Ying Zhu

报告时间:2017年9月20日10:00-12:00

报告地点:长安校区澳门新葡萄京所有网站210

邀 请 人:常玉副教授

报告简介:

Touchscreen technology has rapidly penetrated the consumer market and embedded itself into our daily lives. Given the pervasiveness of this new phenomenon, we know surprisingly little about its effect on consumers. This research updates academic theory by investigating how newly evolved touchscreen technology affects consumer behavior. Across three lab experiments with university students, we found purchase intentions differ across device and product nature. In particular, this research demonstrates that purchase intention differs between touchscreens and desktop computers. Further, situation-specific thinking style is revealed as an underlying mechanism that contributes to such differences, such that touchscreens evoke a stronger experiential thinking style, while desktops evoke a stronger rational thinking style. Moreover, the findings suggest that greater experiential thinking enhances a consumer’s preference towards hedonic products, while greater rational thinking endorses utilitarian products. Together, this pattern leads touchscreen users to prefer hedonic products over utilitarian products. Given the growing usage of touchscreen devices, this research has important implications for consumers, marketers, and policy makers.

报告人简介:

朱英毕业于美国德克萨斯A&M大学梅斯商学院,营销学博士。现任职于加拿大-大不列颠哥伦比亚大学(The University of British Columbia or UBC)澳门新葡萄京所有网站,助理教授,研究员。

朱英博士的主要研究领域包括市场营销学,消费者行为学,和品牌战略。朱英博士应邀先后在北京大学,中央财经大学,华东师范大学做过学术演讲,并为中国传媒大学的研究生和MBA学生做过体育市场营销短期培训。朱英博士的研究发表在多个国际学术期刊上包括“品牌管理期刊”(Journal of Brand Management)“零售与消费者服务期刊”(Journal of Retailing and Consumer Service), “管理学期刊”(Journal of General Management), “营销与创业研究”(Journal of Research in Marketing and Entrepreneurship), and “加拿大管理科学期刊”(Canadian Journal of Administrative Sciences)。她还在多个市场营销顶级学术会议上做过学术演讲。朱英博士在教学方面也获得了显著的成果,她在学习和任职的大学分别获得了多项教学奖。于2016年在UBC获得由学生评分的教学荣誉大奖,还获得德克萨斯A&M大学的学生认可奖和杰出教学博士奖。她在营销,管理和计算机科学方面的跨学科深造以及她在实验方法和计量经济学方面的多学科培训相结合,使她能够拥有独特的视野,能从消费者,管理者和研究者三方的角度去审视问题并提出解决方案。

? 2017- 2019 . All Rights Reserved. 西北工业大学澳门新葡萄京所有网站版权所有. 陕西西安市碑林区友谊西路127号,710072

XML 地图 | Sitemap 地图