市场营销学系学术讲座

时   间: 2024年6月18日（周二）13:30-15:00

地   点：思源楼 624

主   题：Time of Day and Recommendation Agent Preference

主讲人：Tak Huang  Associate Professor of Marketing  The University of Hong Kong

主持人：殷云露

摘   要:

Compared with traditional brick-and-mortar shopping, one prominent advantage of e-commerce is that it allows consumers to make purchases at any time of the day. Thus, it is important to understand how time of day influences consumer behavior during online shopping. In particular, the current research explores the impact of time of day on consumers’ relative preference for algorithm-based versus human recommendations. The findings of this research suggest that consumers’ relative preference for algorithm-based over human recommendations increases in the evening (vs. morning). This effect stems from a lay belief that human cognitive abilities are worse in the evening (vs. morning), which leads consumers to infer lower functioning of human recommendation agents in the evening. This research makes theoretical and managerial implications by showing time of day as a situational factor that influences relative preference for algorithm-based versus human recommendations on a daily basis.

简   介:

Zhongqiang (Tak) Huang is currently an Associate Professor of Marketing at the University of Hong Kong. He is generally interested in the effects of the emotions and feelings that individuals happen to be experiencing at the time they make a product decision on the nature of this decision. His research interests include variety-seeking behavior, the influence of factors related to sleep and circadian rhythm on consumer behavior, and the impacts of emotions. Tak’s research has been published in leading journals including Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, and Journal of the Academy of Marketing Science.

市场营销学系

2024-6-6