供稿、摄影：颜志军 编辑：高超

    2012年6月19日，美国夏威夷大学Shidler商学院的刘英博士为必赢官网师生做了“Understanding Price/Value Rating in Online Consumer Review”的学术报告。

    刘英博士以深入浅出的方式介绍了自己在顾客在线评论的Price/Value评分方面的最新科研成果。在深入研究了价格感知、价值感知和购买决策等相关领域的大量文献后，刘英博士分别对价格感知和价值感知进行了建模。她将价格感知分为Objective Quality、Price Premium和Perceived Price三部分，并相应的将价值感知划分为Objective Quality、Perceived Quality和High-level Abstractions三部分。在此基础上，刘英博士通过将价值感知和价格感知相减得出Price/Value评分，并通过在网站上抓取评论数据和相关商品信息对整个模型进行了分析和假设检验。最后，刘英博士分别通过分析品牌、保修期以及产品定价等因素对顾客Price/Value评分的影响阐述了其研究成果对市场营销的启示和贡献。讲座过程中，刘英博士还和参与讲座的师生分享了计量经济学中相关数据的分析方法和模型中影响因素选择中的一些注意事项。

    此外，刘英博士还回答了参与讲座的师生们提出的关于变量设计和数据分析方面的问题。
    报告的最后，必赢官网师生还与刘英博士就分析方法、模型中变量的设计以及数据的抓取和处理等问题展开了热烈的讨论和交流。

报告人简介：
    Ying Liu is currently an assistant professor of Information Technology Management at Shidler College of Business at University of Hawaii at Manoa. Dr. Liu received her PhD in Operations and Information Management from the Wharton School at the University of Pennsylvania and her MS in Economics from Peking University in China. Dr. Liu’s research interests are offshore outsourcing of services and consumer’s behavior of online product review. Her research has been published in the Brookings Trade Forum 2005, International Conference on Information Systems, International Conference on Electronic Commerce, International Conference on New Trends in Information Science and Service Science, International Journal of Information Processing and Management and under revise and resubmit to Information Systems Research. She has served as Associate Editor and reviewer for International Conference on Information Systems and reviewer for Hawaii International Conference on System Science, Academy of Management Annual Meeting (AOM), Electronic Commerce Research and Applications, Journal of Electronic Commerce Research, Journal of the Association for Information Systems, and Information Systems Research (ISR).

（审核：颜志军）