时 间：2019年10月25日(周五) 下午14:30-16:00
地 点：松江校区2220
主讲人：张 瑾 中国人民大学商学院管理科学与工程系副教授、副系主任
主持人：马宝君教授
主 题：From free to paid: Customer expertise and customer satisfaction on knowledge payment platforms
讲座摘要：
In this study, we investigate what factors are influential to customer satisfaction of paid knowledge, especially among different customer segments, by integrating user activities on 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 criterion 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 satisfaction, which have important implications for market targeting and knowledge pricing strategy.
嘉宾简介：
张瑾，中国人民大学商学院副教授，博士生导师。中国人民大学商管理科学与工程系副主任，中国人民大学商学院商业分析云智实验室副主任，国际信息系统学会中国分会理事。分别于2013年、2009年和2006年获清华大学管理学博士、工学硕士和工学学士学位。主要教学与研究领域包括大数据管理与分析、商务智能、电子商务、人工智能等。主持和参与多项国家自然科学基金委项目和重大项目，研究成果获北京市哲学社会科学优秀成果二等奖，中国信息经济学理论贡献奖，教育部博士研究生学术新人奖，北京市优秀博士毕业生、中国人民大学教学优秀奖，清华大学优秀博士论文奖等荣誉。在国内外重要学术期刊与国际会议上发表学术论文三十余篇，包括《MIS Quarterly》、《Informs Journal on Computing》、《Decision Support Systems》、《Information & Management》、《IEEE Transactions on Neural Networks》、《ACM Transactions on Knowledge Discovery from Data》等。
（承办：信息管理与决策科学系，人工智能数据工程中心，科研与师资发展办公室）
