市场营销学系学术讲座

时间：2022年10月11日（周二）13:30-15:00

地点：思源教授楼624

腾讯会议号: 538 623 231 密码：221011

主题：图文相符有用吗？一项利用深度学习探索图文匹配影响读者选择的研究

主讲人：曹竞存助理教授，香港大学经管学院

主持人：许梦然青年副研究员，复旦大学管理学院

摘要：

Firms increasingly use a combination of image and text description when displaying products or engaging consumers. Existing research has examined consumers' response to text and image separately, but has yet to systematically consider the semantic relationship between them and its impact on consumers' choice. In this research, we examine how the congruence between image- and text-based product representation affects consumer preference by adopting a multi-method approach. First, to measure the image-text congruence, we propose a state-of-the-art two-branch neural network model based on wide residual networks (WRN) and BERT. We apply this deep-learning method to individual-level consumption data from an online reading platform and discover a U-shape effect for image-text congruence: consumers prefer a product when the image-text congruence is either high or low, but not at the medium level. We further conduct lab experiments to validate the causal effect of this finding and explore underlying mechanisms with an online study. Our research contributes to the literature of consumer information processing both methodologically and substantively. It provides actionable managerial implications to marketing practitioners and online content creators on how to pair images and text.

主讲人简介：

曹竞存博士，香港大学经管学院市场营销系助理教授。曹博士获得美国印第安纳大学凯莱商学院市场营销学博士学位，博士辅修统计学。曹博士的研究兴趣主要集中在机器学习在市场营销学中的应用，大数据量化营销，新媒体营销，互联网营销，手机应用(APP)生态等领域的实证研究。曹博士擅长使用多元化的分析方法，包含机器学习、计量经济学、统计学、田野实验等实证方法，研究消费者行为和企业营销战略决策。曹博士在与企业合作，对企业进行数据赋能、流量变现、精准营销、品牌定位等方面有着丰富的经验。曹博士在美国印第安纳大学和香港大学教授市场学原理、大数据营销、数据科学家等本科及高管类课程。