供稿、攝影：顏志軍 編輯：高超
2012年6月19日，美國夏威夷大學(xué)Shidler商學(xué)院的劉英博士為偉德國際官網(wǎng)師生做了“Understanding Price/Value Rating in Online Consumer Review”的學(xué)術(shù)報(bào)告。
劉英博士以深入淺出的方式介紹了自己在顧客在線評論的Price/Value評分方面的最新科研成果。在深入研究了價(jià)格感知、價(jià)值感知和購買決策等相關(guān)領(lǐng)域的大量文獻(xiàn)后，劉英博士分別對價(jià)格感知和價(jià)值感知進(jìn)行了建模。她將價(jià)格感知分為Objective Quality、Price Premium和Perceived Price三部分，并相應(yīng)的將價(jià)值感知?jiǎng)澐譃镺bjective Quality、Perceived Quality和High-level Abstractions三部分。在此基礎(chǔ)上，劉英博士通過將價(jià)值感知和價(jià)格感知相減得出Price/Value評分，并通過在網(wǎng)站上抓取評論數(shù)據(jù)和相關(guān)商品信息對整個(gè)模型進(jìn)行了分析和假設(shè)檢驗(yàn)。最后，劉英博士分別通過分析品牌、保修期以及產(chǎn)品定價(jià)等因素對顧客Price/Value評分的影響闡述了其研究成果對市場營銷的啟示和貢獻(xiàn)。講座過程中，劉英博士還和參與講座的師生分享了計(jì)量經(jīng)濟(jì)學(xué)中相關(guān)數(shù)據(jù)的分析方法和模型中影響因素選擇中的一些注意事項(xiàng)。
此外，劉英博士還回答了參與講座的師生們提出的關(guān)于變量設(shè)計(jì)和數(shù)據(jù)分析方面的問題。
報(bào)告的最后，偉德國際官網(wǎng)師生還與劉英博士就分析方法、模型中變量的設(shè)計(jì)以及數(shù)據(jù)的抓取和處理等問題展開了熱烈的討論和交流。
報(bào)告人簡介：
Ying Liu is currently an assistant professor of Information Technology Management at Shidler College of Business at University of Hawaii at Manoa. Dr. Liu received her PhD in Operations and Information Management from the Wharton School at the University of Pennsylvania and her MS in Economics from Peking University in China. Dr. Liu’s research interests are offshore outsourcing of services and consumer’s behavior of online product review. Her research has been published in the Brookings Trade Forum 2005, International Conference on Information Systems, International Conference on Electronic Commerce, International Conference on New Trends in Information Science and Service Science, International Journal of Information Processing and Management and under revise and resubmit to Information Systems Research. She has served as Associate Editor and reviewer for International Conference on Information Systems and reviewer for Hawaii International Conference on System Science, Academy of Management Annual Meeting (AOM), Electronic Commerce Research and Applications, Journal of Electronic Commerce Research, Journal of the Association for Information Systems, and Information Systems Research (ISR).
（審核：顏志軍）
