时 间：2022年11月30日（周三）10：00-11：30
地 点：中北校区理科大楼A1214 ，腾讯会议在线直播 ID: 583-5094-2312 密码：1214
主 题：Evaluating Promotion Designs in Mobile Payment Networks
主讲人：陶学臻 上海财经大学助理教授
主持人：龚冰琳 研究员
摘 要：
Financial promotions are widely adopted to establish and maintain market share. We use mobile payments to empirically evaluate the effectiveness of various promotion designs and quantify the basic trade-offs on consumers’ payment preferences. Using a dataset of students’ mobile payment records at a major Chinese university, we document how a UnionPay promotion attracts previous Alipay users and boosts their payment usage. We find that 88% and 28.6% of students’ received rewards convert to additional spending in grocery and dining, respectively. Furthermore, students’ UnionPay adoptions are only driven by discount rewards without changes to their inherent network preferences. We also document heterogeneity among students’ payment adjustments: heavy Alipay users are likely to switch to UnionPay, while heavy incumbent UnionPay users are boosted. Finally, we derive several implications about promotion design with counterfactual results. First, a narrower promotion coverage of eligible merchants concentrates the spending boosting, but it may not offset the loss of narrower adoption. Second, promotions targeting selected consumers can enlarge the user base or encourage usage, but not both. Third, with the same promotion budget, a higher discount ratio is more effective than a higher individual reward cap because of its wider effective user coverage.
报告人简介：
陶学臻，上海财经大学商学院产业经济系助理教授，经济学博士，毕业于美国马里兰大学。主要研究兴趣为不对称信息下的反垄断分析，以及市场营销策略在不同数字经济形式下的效果评估。现主持一项国家自然科学基金青年基金项目，并参与一项自科面上项目。