西华经院学术论坛第六期
讲座主题：The Different Behaviors between Product Searchers and Website Searchers（通过产品名称搜索的消费者和通过网站名称搜索的消费者之间的不同行为研究）
报告人：朱斌博士，美国俄亥俄州立大学副教授
报告时间：2017年12月20日（周三）下午15:00~16:30
报告地点：5357cc拉斯维加斯4034多媒体会议室
报告摘要：
E-commerce websites such as amazon.com, Walmart.com, etc. serve as online retail stores where customers go for online shopping. People usually use two types of key terms to access an e-commerce website through search engine. They can either use product-related terms, such as the product category or the product brand, or use the name of the website itself. It is apparent that users using these two types of key words may have different expectations when arrive the e-commerce website and may revisit the website through different paths. While various studies have dedicated themselves to improve the effectiveness and efficiency of search engine marketing, we have not yet found studies that provide a thorough understanding of the difference between product searchers and website searchers when they visit an e-commerce website, while such understanding plays a crucial role in the design of the e-commerce website itself and the design of its marketing strategy. To bridge the gap, the paper investigates the behavioral difference between e-commerce website visitors using different types of key terms. We developed the hypotheses based on theories in purchase funnel ,carryover and spillover effect, and active and passive search. The hypotheses were tested using the data collected from a major e-commerce website from China. We believe that our results make significant academic contribution and have important practical implications.（诸如amazon.com亚马逊，Walmart.com沃尔玛等电子商务网站可作为在线零售商店，客户可以在线购物。客户们常使用两种关键词来通过搜索引擎访问电子商务网站。他们可以使用与产品相关的关键词，例如产品类别或产品品牌，或者使用网站本身的名称。显而易见，使用这两种不同关键词的用户在浏览电子商务网站时期望是不一样的。他们也会会通过不同的方式、路径重新访问网站。虽然各种研究都致力于改善搜索引擎的营销效果和效率,但是我们还没有发现能够深入了解产品名称关键词搜索者和网站名称关键词搜索者访问电子商务网站之间差异的研究。这样的研究在电子商务网站本身的设计和营销策略的设计中起着至关重要的作用。为了弥补这一缺憾，本文的研究使用了不同类型关键词的电子商务网站访问者的行为差异。本文根据购买漏斗的理论、结转和溢出效应、主动和被动搜索等理论提出了假设，并对这些假设通过中国一个主要的电子商务网站进行了测试。本文的研究成果具有重要的学术和现实意义。）
报告人简介：
Dr. Bin Zhu is an Associate Professor of Business Information Systems in the College of Business. Prior to OSU she was an assistant professor at Boston University. She earned her Ph.D. in Management Information Systems from University of Arizona. Her current research interests include business intelligence, information analysis, social network, human-computer interaction, information visualization, computer-mediated communication, and knowledge management systems. She has been a lead author for papers that have appeared in Information Systems Research, Decision Support Systems, Journal of the American Society for Information Science and Technology, IEEE Transaction on Image Processing, and D-Lib Magazine. Her research also received an IBM faculty award. Her teaching interests are business intelligence; database analysis and design; telecommunication; web technology; business programming; data structure and algorithms; e-commerce; information security/assurance; management information systems.（朱斌博士是商学院商业信息系统副教授。在俄亥俄州立大学之前，她是波士顿大学的助理教授。她在亚利桑那大学获得了管理信息系统的博士学位。朱斌老师目前的研究方向包括商业智能、信息分析、社交网络、人机交互、信息可视化、计算机中介通信和知识管理系统。她一直是在信息系统研究、决策支持系统、美国信息科学技术协会期刊、IEEE图像处理和D-Lib杂志上发表学术论文，并她曾获得了IBM教师奖。她的教学方向有：商业智能;数据库分析和设计;远程通讯;网络技术;商业程序设计;数据结构和算法;电子商务;信息安全;管理信息系统。）