南航营销科学青年学者论坛第1期交流会

时间：2023年11月2日 09:30-12:00

地点：经管学院702室

1）报告人：彭晨明

报告题目：基于元分析开展高水平论文：以产品美学研究为例

报告摘要：

首先介绍如何基于元分析开展高水平论文，接着以最新的工作论文《The Effect of Product Aesthetic on Consumer Responses: A Meta-Analysis》为例介绍元分析研究。该论文的摘要如下：Aesthetics is a universal pursuit for all of humanity (Dutton 2002). However, the value of aesthetics is also subject to debate, especially as recent studies have identified the negative effects of aesthetics. Not only the mixed findings of research on aesthetics’ effects on consumers was found, but in practice, some companies also intentionally produce less aesthetic products. For instance, an article in the popular press highlights Domino's Pizza employees crafting dough into irregular rectangles for their Artisan Pizza. To address the lack of consensus in previous findings, we follow the principle of aesthetics as information, and develop a conceptual framework linking aesthetics to consumer outcome responses regarding mood, evaluation, and behavior. Via a meta-analysis, we integrate 554 effect sizes in a quantitative empirical overview of literature spanning 1997-2022. We thereby contribute a comprehensive and empirically grounded account of what and when aesthetics works, furnishing researchers with generalized findings that can serve as benchmarks and a foundation for future investigations into this pivotal domain.

报告人简介：

彭晨明，2022年入职对外经济贸易大学国际商学院营销学系，助理教授，中国高等院校市场学研究会理事，双博士毕业于中国科学院大学和荷兰格罗宁根大学，主要研究领域为AI营销、数字营销、品牌管理等，擅长实证研究、事件分析法和元分析法，主持一项国家自科青年项目，研究成果发表在国内外期刊如《Journal of Marketing》、《Journal of Business Research》、《Journal of Interactive Marketing》、《International Journal of Information Management》以及《管理评论》等。

2）报告人：张涛

报告题目：Forging a magic chain with your allies: The blockchain-based governance in supply chain management

报告摘要：

While traditional interorganizational governance, including power, contracts, relational norms, and third-party governance, has been extensively used in supply chain management, these forms of governance exhibit several limitations and weaknesses. This study aims to theoretically analyze the limitations and propose blockchain-based governance as a novel form of interorganizational governance. Through a horizontal comparison of the four types of governance, this study revealed the internal governance structure, consisting of three essential components: anchors, the method of making transaction rules, and transaction safeguards. Subsequently, this study used the identified structure to construct blockchain-based governance by outlining how the distributed ledger system, consensus algorithm, and consortium chain may serve as the foundation for this new form of governance. This study provided significant contributions to the existing literature on interorganizational governance and introduced blockchain-based governance based on the internal structure of governance, which has not been extensively explored in previous research.

报告人简介：

张涛，西北工业大学管理学院市场营销系，副教授。博士毕业于西安交通大学，主要研究领域为跨组织治理的数字化转型，人工智能营销，基于数字孪生技术的敏捷营销等，擅长实证研究、实验法与扎根法，主持多项国家级课题与省部级课题，研究成果发表在国内外期刊如《Industrial Marketing Management》、《Electronic Markets》、《Industrial Management & Data Systems》、《管理世界》以及《管理评论》等。

3）报告人：赵丹阳

报告题目：Managing Contract Ambiguity to Cope with Disruptions

报告摘要：

Adjusting the level of contract ambiguity to cope with disruptions that occur between contracting parties is a prevalent practice. However, scholars and practitioners have yet to be consistent on when to adjust the contract to be ambiguous, and how the contract ambiguity will influence the relationship performance of the dyad. To answer these questions, we investigate how two key disruption characteristics, i.e., severity and frequency, affect the extent to which firms adjust the contract to be more ambiguous, and how contract ambiguity influences relationship satisfaction in conjunction with contextual factors. We tested our model with data from 207 interfirm relationships and find that disruption severity increases, while disruption frequency decreases contract ambiguity. In addition, severity and frequency negatively interact to affect contract ambiguity. Moreover, our study examines the matches of formal and informal governance approached with contract ambiguity. Our study enriches contract ambiguity literature by providing empirical evidence on its antecedents and relationship consequence.

报告人简介：

赵丹阳，苏州大学商学院讲师，优秀青年学者。博士毕业于西安交通大学和香港理工大学联合培养双学位项目，主要研究领域为渠道营销战略、B2B营销沟通和跨境B2B营销，研究成果发表在《Journal of Business Research》，《Industrial Marketing Management》和《European Journal of Marketing》。

4）报告人：项典典

报告题目：解码共享经济服务：研究脉络和未来展望

报告摘要：

共享型服务（简称共享服务）尤其丰富了当前市场的服务供给体系，日益成为世界各国服务业经济平稳发展的一块“压舱石”。其中，通过利用个人物质资产和自身劳动力资源来参与商业服务活动的一类新兴个体服务者，通常还被称为数字时代中的产消者。然而，这些新兴个体服务者在如何与消费者实施服务互动方面存在诸多亟待明晰的变数，因而考察共享服务中这些新兴个体服务者服务的特殊规律，并基于此掌握理解、引导和管理该群体的服务活动，与厘清其服务互动中的“情物交换”机制势必是密切相连的。

报告人简介：

项典典，中南财经政法大学工商管理学院营销管理系讲师、教研室副主任、硕士研究生导师、新媒体营销中心委员；对外经济贸易大学管理学博士；美国华盛顿大学Foster商学院访问学者。研究方向为数字营销和服务营销；已在Journal of International Business Studies、Journal of the Academy of Marketing Science、Technological Forecasting and Social Change、Journal of Business Research、Journal of Knowledge Management和《心理学报》、《外国经济与管理》等国内外核心期刊上发表多篇研究论文。主讲数字营销（中文及全英）、批判式文献阅读与创造性思考、营销前沿系列等课程。