讲座主题：Is It Always “the Faster, the Better”? The Role of a Nudging-Based Function in the Relationship between Product Delivery and Online Sales

主讲人：樊卫国（美国爱荷华大学）

内容概要：Delivery time is one of the keys to e-commerce success. Although retailers are taking steps to offer fast delivery services, these approaches are expensive and may not be sustainable in the long term. By leveraging a unique shift resulting from user-interface designs on eBay.com, we find that introducing a nudging-based function, i.e., a guaranteed delivery toggle, is a promising cost-effective approach that may ameliorate the relationship between slow delivery time and product sales. Specifically, our research devises three complementary studies—1) examining the sales impact of the toggle function using a large-scale secondary dataset, 2) investigating the underlying mechanism of the toggle effectiveness through laboratory and online experiments, and 3) analyzing the far-reaching impacts on consumers’ subsequent rating behaviors—to establish the external and internal validity and robustness of this finding. We attribute the expansion of slow-delivery item sales (Study 1) to the subtle change in the design of the choice architecture from simultaneous to sequential attribute choices (Study 2). Study 3 reveals the mitigation of dimensional rating bias toward delivery time, further interpreting the nudging effect of sequential attribute choices. Given the dilemma of e-commerce for fast-delivery provision, our research elucidates how practitioners improve their operational decisions to address the last-mile logistics problem by factoring in a simple and free delivery-related nudge.

讲座时间：2026年6月25日（星期四），下午14：00-15：30

线上会议：腾讯会议（会议号：128-720-686）

主讲人简介：樊卫国教授是爱荷华大学卓越商业分析讲座讲授，Tippie分析合作社教研主任，研究领域为新型信息技术的设计与开发——信息管理与决策。他的研究成果多次发表在MIS Quarterly, Information Systems Research, Journal of Management Information Systems, IEEE Transactions on Knowledge and Data Engineering, Information Systems, Communications of the ACM, Journal of the American Society on Information Science and Technology, Information Processing and Management, Decision Support Systems, ACM Transactions on Internet Technology, Pattern Recognition, IEEE Intelligent Systems, Pattern Recognition Letters, International Journal of e-Collaboration, and International Journal of Electronic Business, INFORMS Journal on Computing等国际顶尖学术期刊。

此次学术活动获“中央高校基本科研业务费资助”（supported by “the Fundamental Research Funds for the Central Universities”）和“北京高等学校哲学社会科学创新中心首都数字经济高质量发展创新中心资助”（supported by “Beijing Higher Education Innovation Center for Philosophy and Social Sciences Center for Philosophy and Social Sciences —Capital Digital Economy High-Quality Development Innovation Center”），特此致谢。

撰稿：刘倩       排版：王昱洁

初审：孙宝文      复审：王红梅