市场营销系学术讲座系列2021年第16讲

主 题：Measuring the position effect of search rankings: Evidence from an online travel website

主讲人: 王清亮（西北工业大学助理教授）

时 间：2021-10-13 10:00

地 点：明商713会议室

语 言：中文

讲座摘要：

Online platforms increasingly rely on ranked lists to display product information to consumers. These lists are typically constructed using machine learning algorithms that predict and optimize consumer responses to the ranked options. As a result, measuring the effect of a product’s position is challenging since the ranked list is endogenous. In this paper, we analyze the causal effect of a product’s position on consumer search outcomes using data from a travel search engine. The data is unique in that it provides information on the revenues that the platform made from the products listed, which we find correlate with the position of the product in the list. This feature of the data allows us to use revenues as an instrument for position and thereby measure the causal effect of position. In addition, we are able to quantify the estimation bias that arises from not correctly addressing the endogeneity of position.

主讲人简介：

王清亮，现任西北工业大学管理学院市场营销系助理教授，本科毕业于中国人民大学信息学院信息管理与信息系统专业，博士毕业于新加坡国立大学信息系统专业。主要研究数字媒体下的消费者行为和企业营销策略。主持国家自然科学基金项目2项，省部级项目2项。论文发表在Marketing Science，Journal of the Academy of Marketing Science， IEEE Transactions on Engineering Management等市场营销和信息系统领域高水平期刊上。