平台认证和消费者核查
发布时间：2025-05-20
五月
23
|
时间和日期
|
2025-05-23 (星期五) 10:30 上午
-
12:00 下午
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| 标题: | 平台认证和消费者核查 |
| 日期和时间: |
2025年5月23日（周五） 10:30-12:00 |
| 地点 | 综合教学楼D504会议室 |
| 主讲人: |
李娇阳教授 印第安纳大学 |
| 摘要: | The rise of online platforms has brought public concerns about the quality of products sold on platforms by third-party sellers. In response, many platforms have launched certification programs to endorse selected sellers. Consumers are increasingly gaining access to tools that enable them to verify product quality independently. This raises two key questions: How should platforms design certification programs and set commission rates when consumers either have or lack the ability to verify products? Furthermore, how do the two quality assurance mechanisms—platform certification and consumer verification—interact with sellers' price signaling to shape market outcomes separately and jointly? We use a Bayesian persuasion model to analyze the platform's information design, accounting for these strategic interplays. Our analysis reveals three key insights: First, when consumers lack independent verification, the platform may intentionally withhold sellers' quality information in its certification design. As the opportunity cost for sellers to join the platform increases, the platform adjusts the informativeness of certification and the commission rate in a nonmonotonic manner. Second, introducing consumer verification can induce sellers to distort prices, prompting the platform to implement a more transparent certification program to mitigate price distortions. Third, although both certification and verification enhance market transparency, they affect the involved parties differently. Platform certification consistently benefits the platform and sellers but may reduce consumer or social welfare in the absence of consumer verification. Surprisingly, empowering consumers with verification tools can harm consumers and society regardless of whether a certification program is in place. |
| 主讲人简介: | Krista李娇阳是印第安纳大学凯利商学院市场营销学Blanche “Peg” Philpott教授、副教授及博士项目负责人。Krista的研究重点是通过理解消费者行为并利用新技术（大数据、数字化转型、直播和人工智能）来改进企业的营销策略。她的研究还帮助政策制定者制定法规，以促进更高效的营销，创造更美好的世界。Krista的研究成果发表在《市场营销科学》、《管理科学》、《市场营销研究杂志》、《市场营销杂志》、《制造与服务运营管理》、《生产与运营管理》和《战略管理杂志》等期刊上。她的论文入围了《管理科学》最佳市场营销论文奖。她还于2021年荣获市场营销科学研究所青年学者称号，该称号授予“下一代市场营销学者的潜在领袖”。Krista拥有丰富的编辑经验，曾担任《市场营销科学》、《市场营销杂志》和《决策科学》的副主编，《管理科学》的客座副主编，《生产与运营管理》的高级编辑，以及《市场营销研究杂志》的编辑评审委员会成员。她于 2023 年以副主编身份获得首届《市场营销科学》服务奖，并于 2025 年获得《市场营销科学》副主编奖。 |
