时 间：12月15日 下午14:30
腾讯会议：150-707-338
主 题：Beauty Premium in Cosmetic Industry — A Study Based on Match-Up Hypothesis
内 容：An ongoing stream of research has examined the impact of beauty premium in different scenarios, and validated the rewards of the attractiveness. Online-to-offline cosmetic service integrates both the attributes of professional healthcare service and e-commerce, and it is still unclear whether this beauty-seeking industry, which provides professional services, has the “beauty premium” phenomenon. Thus, this study aims to investigate whether the doctors’ beauty revealed in their profile photos on online-to-offline cosmetic platforms (e.g., SoYoung.com) has an impact on consumers’ decision. Built on match-up hypothesis, we propose the effect of beauty is not invariant, and it depends on the gender of the doctor and the rating rated by previous consumers. In study 1, we collected data from both cosmetic platform (i.e., SoYound.com) and professional healthcare platform (i.e., Haodf.com) and conducted negative binomial regression analyses. In study 2, we designed a randomized experiment to further rule out the self-selection issue among consumers. Results show that good-looking doctors induce a significantly higher level of purchase intention than plain-looking doctors only for beauty-seeking consumers under cosmetic platform. Additionally, female doctors have a stronger beauty premium effect, and doctors with high ratings (social evaluations) have a stronger beauty premium effect.
主讲人简介：张明月，上海外国语大学国际工商管理学院副教授、博士生导师。先后在北京理工大学、清华大学取得学士学位和管理学博士学位。曾受国家留学基金委资助赴美国亚利桑那大学进行访问交流。主要研究领域为在线社区、新兴商务模式下的激励机制分析、消费者行为等。主持两项国家自然科学基金项目，在信息管理领域的顶级、权威期刊发表多篇论文，包括MIS Quarterly, Decision Sciences, ACM Transactions on Knowledge Discovery from Data (TKDD), Decision Support Systems, Information & Management等。
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