题　目：THE DIVORCE OF WORD AND DEED -- A DATA-MINING APPROACH TO IDENTIFY AND EVALUATE CUSTOMER REQUIREMENTS

嘉　宾：冯娟  教授  清华大学

主持人：刘佳璐  助理教授  上海交通大学安泰经济与管理学院

时　间：2024年03月27日（周三）13:30-15:00

地　点：上海交通大学 徐汇校区安泰楼A509室

内容简介：

The advancement of IT has made it possible to understand customer requirements through publicly available information, such as online word-of-mouth. It is challenging, however, to apply these results to guide product design, without considering consumers’ purchase (deed). We propose a framework to understand customer requirements by incorporating one additional information source, that is, consumers’ purchase records, and examine the relationship between customers’ expressed satisfaction (words) and their actual purchase (deeds). Utilizing unique data sets in a cell phone market, we mine and characterize each product feature in a two-dimensional model, based on how important they are to customers’ expressed satisfaction as well as to the actual purchase. We find that, consumers’ words and deeds are not always consistent: while some requirements are expressed as important features in determining customer satisfaction in “words”, they do not stand out in factors that influence consumers’ purchase; there are also requirements that are “silent” in satisfaction, while customers value them when making purchase. This implies the importance of incorporating the “deed” dimension into the understanding of customer requirements. Understanding the differences in product requirements reflected from these two dimensions offers guidelines for better product design, such as which features worth investment to improve/innovate, and which features not.

演讲人简介：

冯娟，1998年获中国人民大学经济学专业学士学位，2003年获美国宾夕法尼亚州立大学工商管理博士和运筹学双博士学位。2020年10月加入清华经管学院，现任清华大学经济管理学院鸿海讲席教授、管理科学与工程系系副主任，清华大学深圳国际研究生院创新管理研究院教授，清华大学经济管理深圳研究院大湾区数字经济研究中心主任。冯娟教授研究课题主要关注数字技术带来的商业及政策挑战，以及IT对信息环境带来的新变化。

欢迎广大师生参加！