讲座题目：Measuring the Influence of Managerial Responses on Subsequent Online Customer Reviews and Product Sales – A Natural Experiment of Two Online Travel Agencies
时间：2009年12月25日（周五）下午14:00
地点：上海大学校本部东区管理学院420会议室
主讲人：叶强 教授（哈工大教授，博导）
主讲人简介：
哈尔滨工业大学管理学院教授，博士生导师。2007年，获哈工大首批副教授博士生导师资格，同年晋升为教授。2008年获教育部"新世纪优秀人才支持计划"资助。近年来曾先后在美国德克萨斯大学奥斯汀分校和香港理工大学做博士后研究和学术访问，并任香港理工大学DHTM博士课程讲座教授。叶教授担任中国信息经济学会常务理事、中国系统工程学会青年工作委员会理事、国际期刊JECR(Journal of Electronic Commerce Research)编委，并先后任Decision Support Systems，Journal of AIS，Tourism Management，International Journal of Computational Intelligence Systems等国际期刊及PACIS、HICSS等国际会议论文审稿人。
叶教授的主要研究方向为电子商务与商务智能。近年来，先后担任3项国家自然科学基金项目的负责人，在国际学术期刊发表大量英文论文（包括SSCI收录论文），并多次参加国际学术会议并发表具有影响力的国际会议论文。
讲座内容摘要：
Online customer reviews are an important source of product information for consumers. Given the importance of online customer reviews, retailers, service providers and product manufacturers increasingly take a proactive approach to customer reviews. The most common recourse available to businesses is adding responses to individual reviews, where business can offer apologies or provide explanations in the hope of mitigating the negative influence. The aim of this study is to assess the impact of such managerial responses and address the question: "how do managerial responses influence product sales?" This study assesses the influence of managerial responses to online customer reviews on product sales. We leverage a natural experiment provided by two online travel agencies, Ctrip.com & Elong.com. Both agents allow customers to post reviews on hotels, but only one of the travel agents (Ctrip.com) allows hotel management to post managerial responses. Using a difference-in-difference approach, we find that managerial responses have a significant impact on hotel bookings. A hotel that provides managerial responses receives 60% more online bookings than an equivalent hotel without managerial responses. Our result highlights the importance of managing and responding to online customer reviews.
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