主讲嘉宾：孙亚程 教授

讲座时间：2024年6月13日（周四）上午8:30

讲座地点：重庆大学B区经济与工商管理学院101报告厅

嘉宾简介:

孙亚程，清华大学经管学院教授，清华经管营销系系主任、清华经管学院中国零售研究中心主任，国家级人才。他的主要研究领域为大数据营销、平台营销和顾客关系管理。在国际期刊PNAS, Operations Research, Management Science, Marketing Science, Journal of Consumer Research, Harvard Business Review上发表多篇论文。获教育部高等学校科学研究优秀成果奖一等奖，二等奖、北京市哲学社会科学优秀成果奖二等奖,以及清华大学教学成果一等奖和北京市教学成果二等奖等。他的研究被《人民日报》、《新华社》、《中国日报》、《华尔街日报》、《哈佛商业评论》、《多伦多星报》、《赫芬顿邮报》、《每日邮报》、《印度时报》、美国全国广播公司、加拿大广播公司等多家国内外媒体报道。

讲座摘要:

In-store social crowdedness is an indispensable contextual component that shapes customers’offline shopping experience. Studies on the effects of social crowdedness primarily utilizelaboratory settings, and the findings are mixed. Leveraging smart traffic counters installed at 1,800brick-and-mortar stores across the malls of a large property group, we accurately calibrate socialcrowdedness at the store- and hour-level. In addition, we link visits to different stores by customerswho are members of the property group using their transaction records. Whereas existing literature focuses on in-store purchases alone, this unique data offers an opportunity to examine how socialcrowdedness affects customer behaviors at three distinct stages: prior to, during, and after a storevisit. We find that, overall, in-store social crowdedness leads to more store visits and sales, and itcreates some substitution between current and future shopping trips, i.e., customers extend theircurrent trips while postponing the next ones after experiencing a high level of social crowdedness.Additionally, while more members are drawn to stores with higher levels of crowdedness, the sales boost is mainly contributed by members at lower membership tiers and to a larger extent by nonmembers. The positive effects of social crowdedness are more pronounced for younger malecustomers and members with longer tenure. Finally, the substitution effect is homogeneous acrossmembers. Together, these findings shed light on the holistic effects of social crowdedness duringand across customers’ shopping trips, providing rich managerial implications for context-basedmarketing.