Leonard N. Stern School of Business, NYU
40 West 4th Street | Tisch Hall, Room 921
New York, NY 10012-1126
Ph.D. in Marketing, Stern School of Business, New York University (expected 2014)
M.Sc. in Economics, China Center for Economic Research, Peking University (2008)
B.A. in Management, Guanghua School of Management, Peking University (2005)
My main research is modeling consumers' usage experience with new products/services. In particular, I am interested in how consumers use new products/services and how usage experience influences satisfaction, word-of-mouth, and the subsequent diffusion of new products/services. My research has won research grants from Wharton Customer Analytics Initiative (WCAI), Marketing Science Institute (MSI), and Product Development Management Association (PDMA).
My dissertation studied people's usage of multi-feature products. I examine the drivers of feature usage -- carryover effect, spillover effect, and social effect. I build up a structural model to simultaneously address feature usage incidence and duration. I find that people's usage of one feature increases as (1) their past usage increases (carryover effect); (2) other features are complements (spillover effect); and (3) friends' usage increases (social effect). I find that one feature can be a complement with a second feature, yet a substitute with a third feature. For example, text messaging is a complement with camera, yet a substitute with voice call. My findings will help firms develop and improve new products and educate consumers choose new products to maximize their utility.
My other research studies the impact of post-purchase experience on service retention. I investigate how subscribers radio listening experience influences churn behavior. I develop four measures of listening experience -- listening frequency, depth, width, and dispersion. I find that high retention rate is associated with high listening frequency, depth, and width; while high retention rate is associated with low listening dispersion (it means subscribers favor a variety of channels). I found that 1% decrease in listening dispersion results in 24.7% increase in retention rate.
Working Papers and Research in Progress