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中国人民大学商学院张瑾副教授讲座通知

发布时间: 2019/05/17 15:44:17     点击次数:次   打印本页

“信管前沿”学习研究系列讲座第二期

题目:从免费到付费:在线知识消费满意度影响因素研究

Title:From free to paid: Customer expertise and customer satisfaction on knowledge payment platforms

主讲人:张瑾副教授

Presenter:Jin Zhang

主持人金星副教授

时间:201952212:15-13:30

地点:北航新主楼A618

摘要(Abstract):

With the popularity of knowledge monetization, we still know little about what factors are influential to customer satisfaction of paid knowledge, especially among different customer segments. Thus, we take a combined view by integrating user activities from both free and paid platforms. Considering the complexity of knowledge acquisition, we first propose a novel measurement of "customer expertise" based on text mining, as a criteria for customer segmentation. Drawing upon the value-percept diversity theory, we then postulate a conceptual model proposing that customers with different expertise would react differently to the price of knowledge and historical knowledge-consuming transactions, in terms of customer satisfaction. We test the model empirically through the hierarchical OLS regression with data collected from Zhihu and Zhihu Live. Distinguishing expert and novice customers, we have findings that (1)expert customers are less sensitive to price; (2) historical price positively influences the satisfaction of novice customers, but negatively for expert customers; (3) expert customers are less influenced by historical satisfactions, which have important implication for market targeting and knowledge pricing strategy.

主讲人简介(Introduction):

张瑾,中国人民大学商学院副教授。分别于2013年、2009年、2006年获清华大学管理学博士、工学硕士和工学学士学位,并获教育部博士研究生学术新人奖,北京市优秀博士毕业生、清华大学优秀博士论文奖等称号。目前担任信息系统学会中国分会理事,在国内外重要学术期刊与国际会议上发表学术论文二十余篇,包括《MIS Quarterly》、《Informs Journal on Computing》、《ACM Transactions on Knowledge Discovery from Data》、《IEEE Transactions on Neural Networks and Learning Systems》、《Decision Support Systems》等。主持和参与多项国家自然科学基金项目。主要教学与研究领域包括大数据管理与分析、文本挖掘、商务智能、电子商务、社会网络分析等。