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电子商务系列研讨会(16):Lure More Pokémon and Lure More Customers: Could Pokémon GO Improve Restaurants’ Online Reputation?

   为进一步深入学术交流,增进学术氛围,应电子商务系邀请,美国德州大学阿灵顿分校张洁教授将于2017年7月2日来我院进行学术交流并作学术报告。张教授将结合其最新研究做题为“Lure More Pokémon and Lure More Customers: Could Pokémon GO Improve Restaurants’ Online Reputation?”的报告。欢迎感兴趣的教师及研究生参加。
 
    报 告 人:张洁
    会议时间:2018年7月2日(周一)14:00-15:00
    会议地点:劝学楼425
 
【报告人简介】
    张洁,美国罗切斯特大学(University of Rochester)西蒙工商管理学院工商管理硕士和博士,现为德州大学阿灵顿分校(The University of Texas at Arlington)工商管理学院教授。主要研究领域包括渠道管理, 信息产品, 电子商务, 和社交媒体等。先后获得德州阿灵顿大学工商管理学院杰出研究成果奖、托莱多大学工商管理学院杰出研究论文奖、夏威夷系统科学国际 会议(HICCS)最佳论文奖等奖励。研究成果发表在MIS Quarterly, Information Systems Research, Journal of Management Information Systems, Journal of Economics and Management Strategies, Communications of the ACM, Decision Support Systems等国际顶级或权威学术期刊。
 
Abstract
Lure More Pokémon and Lure More Customers: Could Pokémon GO Improve Restaurants’ Online Reputation?
Abstract
 
Augmented reality (AR) game Pokémon GO, as the most popular mobile game in 2016, not only promoted people’s physical activities, but also expanded their mobility areas. The game connects the virtual game world with PokéStops in real locations, where players tend to hang around. Managers of the restaurants near PokéStops have taken advantage of this popular game and used it as a new marketing tool to attract customers. However, the windfall is not always there. Thus, it is imperative to examine the effectiveness of the AR game as a marketing tool. The objective of this paper is to study how Pokémon GO impacts local restaurants’ reputation on the popular restaurant review website Yelp.com. We use a difference-in-difference (DID) approach to investigate the change of restaurants’ online reputation before and after the launch of Pokémon GO between the restaurants with and without PokéStops nearby. We also compare the short term and long term impacts of the launch of Pokémon GO on restaurants’ online reputation. We find that in general, restaurants with PokéStops nearby do benefit from Pokémon GO in improving their online reputation, however, the effectiveness depends on the restaurant types, the reputation metrics, and the time frames. More specifically, Pokémon GO improves the online reputation of the low-rating restaurants with PokéStops nearby, but only for the short term. Most results demonstrate a rich-get-richer effect of Pokémon GO on restaurants’ reputation. That is, the positive effect only favors for restaurants that well prepared their online reputation. More specifically, only restaurants with high rating can reap the benefits from Pokémon GO in the long term. This paper provides empirical evidence for the effectiveness of AR games as a marketing tool and sheds light on how to use AR technologies to improve online reputation.
 
Keywords: Augmented Reality, Online Reputation, Ratings, Review Volume, Check-ins, Elite Reviews
 
 
撰稿人: 宋晓龙                                审核:田甜