电子商务行为数据驱动的消费者调节聚焦特征推断研究

Understanding online customer personality characteristics like their regulatory focus is essential and imperative, in order to realize better service to customers and commerce. However, it cannot be well addressed through the current methods like survey or experiment to comprehend customers in the electronic commerce context, because it is impossible for researchers and practitioners to manipulate or survey all of the customers online. In order to fulfill this gap, this study develops an innovative method, using mixed research methods like data mining, lab experiment, survey as well as econometric model, to identify customers based on the various customers’ behavioral data. The successful conduction of this study, at least, provides the following theoretical and practical implications. First, previous studies examining regulatory focus generally gather data on subjective responses by, for example, manipulating people’s regulatory focus using relevant scenarios or measuring their regulatory focus using various psychological scales. This study develops a method to operationalize a customer’s regulatory focus and thereby extends the practical application of regulatory focus theory. Second, regulatory focus theory has been developed to explain why and how people’s different regulatory foci influence their various behaviors. As previously mentioned, this is a classical theory; it is commonly used to explain the relationship. However, little is known about whether the theory can be used for prediction. Scholars have argued that a theory can be of different types; for example, it may be a theory for explaining, for predicting, or for explaining and predicting. The investigation in this study brings new knowledge in understanding not only the explanatory power of this theory but also a greater understanding of its predictive power. Third, practically, the successful exploration of customers’ regulatory focus could provide fundamental basis for practitioners to use the results in various areas like recommendation, advertising, researching, in order to provide better service and realize better commerce.

本项目旨在从电商消费者行为数据中甄别消费者调节聚焦特征。内容包括：1）基于调节聚焦理论的指导，从认知以及情绪两个方面，运用文本挖掘的方法，从消费者行为数据中甄别消费者调节聚焦特征；2）通过问卷及实验方法，验证消费者调节聚焦特征甄别结果的准确性；3）研究甄别的消费者调节聚焦在电商多个场景(如:网上评论)数据分析中的应用。项目的开展提供了理论的贡献和实践的指导：1）过去研究解释不同消费者调节聚焦特征如何引发消费者行为上的差异，很少有研究通过逆向的思维从行为数据中甄别消费者的调节聚焦特征，从而限制了理论在实际电子商务中的指导与应用；本项目从理论上拓展了调节聚焦理论的在电子商务数据时代下的应用边界。2）甄别消费者不同的调节聚焦提供电子商务实践多个场景的应用，如推荐、广告、产品描述与呈现等，改进网络购物平台及商家对消费者的理解。

随着数字技术快速发展，平台对用户数据的捕捉能力越来越强，多数平台也积累了大量的用户数据用于挖掘用户的价值。然而，就目前而言，针对如何以大量数据为基础对用户的性格特征进行挖掘，从而更好地发挥现有理论在实践指导中作用显得不足；严重限制了平台的广告系统、推荐系统、搜索系统、评论系统等众多系统在平台演化发展中的强劲作用。基于此，项目以现有行为理论为基础，通过大数据的应用开发新型算法，从大数据中甄别消费者性格特征，并将开发的新型方法运用于用户在社区购买行为的探索。研究发现了不同性格特征的用户的购买行为存在明显差异，搭建了传统行为理论与大数据应用的桥梁，从而帮助平台更好地在多个应用领域进行治理。..研究成果发表于信息系统领域顶尖期刊MIS Quarterly（UTD24），Journal of the Association for Information Systems（ABS4*），知名学术期刊Decision Support Systems，Information & Management，International Journal of Information Management（IF=14.098）以及《管理工程学报》等。研究成果获浙江省哲学社会科学优秀成果青年奖，相关资政成果受到了浙江省委省政府领导的肯定性批示。与此同时，项目资助期的相关研究基础支持申请人作为主持人获科技部国家重点研发计划项目课题《基于互联网的开放式科技咨询服务模式研究》，浙江省杰出青年基金项目；并作为子课题负责人获得国家自然科学基金重点项目《新零售模式的运营管理理论与方法》（71931009）以及社会科学基金重大项目《加快数字乡村建设的理论创新与实践探索研究》（21ZDA031）资助。进一步深入探索相关科学问题。