国际交流与合作系列讲座预告：产品描述如何影响在线购买者：在线产品描述文本质量的量化研究

周明：博士，圣何塞州立大学教授

简介：周明教授于马里兰大学取得哲学博士学位，其研究重点包括数据分析、电子商务运营、供应链管理、风险管理、创新政策、技术估值、服务质量、电子拍卖和在线声誉系统。他的研究成果发表在Decision Support Systems, Information & Management, Int'l Journal of Productions and Quantitative Management, Int'l Journal of Mathematics in Operations Research等学术期刊上。周明教授是Sofia University董事会成员，并担任韩国政府的政策创新顾问。他曾参与指导硅谷地区的科技初创企业，目前，他是一家当地咨询和私募股权公司的运营和投资决策顾问。

 

讲座题目：HOW TEXTS CONFUSE ONLINE BUYERS: QUANTIFYING TEXT QUALITY OF ONLINE PRODUCT DESCRIPTIONS（产品描述如何影响在线购买者：在线产品描述文本质量的量化研究）

讲座时间：2024年4月18日周四上午十点，

地点：此次讲座为线上讲座，请扫码如下二维码报名，我们收到报名信息后将发送参会链接

内容简介：Online marketplaces are growingly international with sellers coming from around the world. Product description texts often stand as the first piece of information soliciting buyer’s attention, where seller’s culture and linguistic backgrounds drive great variations in description style and appeal. Product descriptions, on top of being a self-selected disclosure of product information, offer first-impression signals to infer a seller's credibility, competency, experience, and more for the buyer’s decision making. Sellers therefore make strategic decisions in composing product descriptions to woo potential buyers. In this research, we studied the composition quality of product descriptions, a type of marketer generated content, in an online marketplace. We collected online product description data and quantified their properties using data mining methods to define perceived description quality and characterize quality differentiating dimensions. Our analysis identified ten defining characteristics for differentiating native versus non-native speaker drafted descriptions. By combining business text analytics methods with modern linguistic theories and tools, this study positions as the first research to systematically quantify and characterize the concept of composition quality within the context of consumer perceived nativeness. Our findings further complete and advance the literature of marketer generated content (MGC), consumer decision making, and seller operations decisions.

 

产品描述文本通常是吸引买家注意力的第一份信息，用于推断卖家的信誉、能力和经验等。因此，卖家在撰写产品描述时会做出战略性决策，以吸引潜在买家。然而，卖家的文化和语言背景在描述风格和吸引力方面存在很大差异。基于此，该研究收集了在线产品描述数据，并使用数据挖掘方法量化了它们的属性，确定了用于区分母语和非母语者起草的描述的十个定义特征。这项研究是第一项系统量化和表征消费者感知母语性概念的研究，将商业文本分析方法与现代语言学理论和工具相结合，进一步完善和推进了营销人员生成内容（MGC）、消费者决策和卖家运营决策的相关研究。