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管理学workshop:Getting in Touch with Your Thinking Style:How Touchscreens Influence Purchase
发布日期：2017-06-01 04:38 来源：北京大学国家发展研究院
Getting in Touch with Your Thinking Style:How Touchscreens Influence Purchase
Time: June 1st, 2017 (Thursday) 10:00am -11:30amLocation: Zhifuxuan Conference Room, National School of Development, Peking U.
Speaker: Ying Zhu, Assistant Professor of Marketing at the University of British Columbia.
Abstract
Although touchscreen technology has existed for decades, its use among consumers has become widespread only in the past few years. This research updates academic theory by investigating how newly evolved touchscreen technology affects consumer behavior. We demonstrate that consumers’ purchase intentions toward utilitarian and hedonic products differ, depending on the device used (e.g., personal computer versus mobile device). Specifically, when consumers use a touchscreen device (vs. a desktop), purchase intentions are higher for hedonic products but lower for utilitarian products. Situation-specific thinking style is shown to be an underlying mechanism that mediates the relationship between device type and consumers’ purchase intention, and the mediated relationship is moderated by the product nature. More precisely, using a touchscreen device (vs. a desktop) evokes a greater experiential but lower rational thinking style. Together, this pattern leads consumers to prefer hedonic products more than utilitarian products.
Bio
Dr. Ying Zhu is an Assistant Professor of Marketing in the Faculty of Management at the University of British Columbia. She received her Ph.D. in Marketing from the Mays Business School at Texas A&M University. Prior to her PhD, she obtained a master's degree in Computer Science in China and a master's degree in General Management in Canada. Dr. Zhu’s primary research interests include consumer behavior, branding, and social networks. Her interdisciplinary training in marketing, management, and computer science combined with her cross-methodological training in experimental methods and econometrics, provide her with a unique consumer, practitioner, and academic perspective. Her research has been published in Journal of Brand Management, Journal of General Management, Journal of Research in Marketing and Entrepreneurship, and Canadian Journal of Administrative Sciences.
Dr. Zhu’s teaching interests include consumer behavior, marketing strategy, and service marketing. She has received multiple teaching awards from the institutions she has taught. Dr. Zhu was on the Teaching Honour Roll at UBC in 2016 based on students’ evaluation. She was also the recipient of Texas A&M System Student Recognition Award for Teach Excellence and the Dean’s Award for Outstanding Teaching at Texas A&M University. Having lived, studied, and worked in China, Canada, and the United States, Dr. Zhu is adept at incorporating her business acumen, international perspective, and research into her classroom curriculum.
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管理学workshop:Getting in Touch with Your Thinking Style:How Touchscreens Influence Purchase
发布日期：2017-06-01 04:38 来源：北京大学国家发展研究院
Getting in Touch with Your Thinking Style:How Touchscreens Influence Purchase
Time: June 1st, 2017 (Thursday) 10:00am -11:30amLocation: Zhifuxuan Conference Room, National School of Development, Peking U.
Speaker: Ying Zhu, Assistant Professor of Marketing at the University of British Columbia.
Abstract
Although touchscreen technology has existed for decades, its use among consumers has become widespread only in the past few years. This research updates academic theory by investigating how newly evolved touchscreen technology affects consumer behavior. We demonstrate that consumers’ purchase intentions toward utilitarian and hedonic products differ, depending on the device used (e.g., personal computer versus mobile device). Specifically, when consumers use a touchscreen device (vs. a desktop), purchase intentions are higher for hedonic products but lower for utilitarian products. Situation-specific thinking style is shown to be an underlying mechanism that mediates the relationship between device type and consumers’ purchase intention, and the mediated relationship is moderated by the product nature. More precisely, using a touchscreen device (vs. a desktop) evokes a greater experiential but lower rational thinking style. Together, this pattern leads consumers to prefer hedonic products more than utilitarian products.
Bio
Dr. Ying Zhu is an Assistant Professor of Marketing in the Faculty of Management at the University of British Columbia. She received her Ph.D. in Marketing from the Mays Business School at Texas A&M University. Prior to her PhD, she obtained a master's degree in Computer Science in China and a master's degree in General Management in Canada. Dr. Zhu’s primary research interests include consumer behavior, branding, and social networks. Her interdisciplinary training in marketing, management, and computer science combined with her cross-methodological training in experimental methods and econometrics, provide her with a unique consumer, practitioner, and academic perspective. Her research has been published in Journal of Brand Management, Journal of General Management, Journal of Research in Marketing and Entrepreneurship, and Canadian Journal of Administrative Sciences.
Dr. Zhu’s teaching interests include consumer behavior, marketing strategy, and service marketing. She has received multiple teaching awards from the institutions she has taught. Dr. Zhu was on the Teaching Honour Roll at UBC in 2016 based on students’ evaluation. She was also the recipient of Texas A&M System Student Recognition Award for Teach Excellence and the Dean’s Award for Outstanding Teaching at Texas A&M University. Having lived, studied, and worked in China, Canada, and the United States, Dr. Zhu is adept at incorporating her business acumen, international perspective, and research into her classroom curriculum.
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