2025年第64期(总第1105期)
演讲主题：Designing Search Interfaces for Mobile Commerce: Evidence from Two Field Experiment Projects
主讲人：佟思亮 新加坡南洋理工大学助理教授
主持人：周元元 市场营销系副教授
活动时间：2025年10月29日（周三）上午10:00-11:30
活动地点：管院大楼119教室
主讲人简介：
Dr. Siliang (Jack) Tong is an Assistant Professor in the Division of Information Technology and Operations Management at Nanyang Business School, Nanyang Technological University. He received his Ph.D. in Marketing from the Fox School of Business at Temple University in 2020. Dr. Tong is an empirical modeler whose research focuses on artificial intelligence, mobile app design, and two-sided marketplaces. His work has been recognized with several accolades, including Best Paper and Finalist awards at leading academic conferences such as PACIS, the AMA Summer Educators’Conference, and the ISMS Marketing Science Conference. He is an active contributor to the fields of marketing and information systems, with a strong interest in understanding how digital technologies influence consumer behavior and platform strategies. His research has been published in top-tier journals, including Marketing Science, Journal of Marketing, Production and Operations Management, Strategic Management Journal, and the Journal of the Academy of Marketing Science. Prior to his academic career, Dr. Tong accumulated six years of management experience in digital marketing and web analytics.
活动简介：
In the era of mobile commerce, limited screen space and input constraints elevate the cognitive costs consumers face during online search. In this seminar, I present findings from two large-scale randomized field experiments that investigate how the design of mobile search interfaces can shape consumer behavior and platform performance. The first project, recently published in Marketing Science, evaluates the implementation of a Query Recommender System (QRS) on a leading Asian food delivery app. We find that QRS prompts more exploratory search behavior, leading to a 1–2% increase in purchases and broader consumption diversity at both individual and market levels. Importantly, we show that QRS works synergistically with query auto-completion to reduce cognitive effort and diversify product discovery. The second project examines the impact of a Popular Ranking Search Aid (PRSA), a simple list of trending search genres, on query generation. Our results reveal that PRSA primes users to engage in more exploratory searches—boosting search volume by 41.6%, increasing merchant views by 18.6%, and driving a 6.4% rise in purchases. While PRSA reduces cognitive effort during query formulation, it increases effort during the product evaluation stage, leading to a net gain in sales and exploration. Together, these findings highlight how upstream interventions in the search interface, both algorithmic (QRS) and heuristic (PRSA), can meaningfully enhance consumer exploration and commercial outcomes. They offer theoretical contributions to the literature on search costs and priming, and practical guidance for the strategic design of mobile search tools.
