In-Store Social Crowdedness and Customer Behaviors

主讲人 : 孙亚程 教授

In-store social crowdedness is an indispensable contextual component that shapes customers’offline shopping experience. Studies on the effects of social crowdedness primarily utilizelaboratory settings, and the findings are mixed. Leveraging smart traffic counters installed at 1,800brick-and-mortar stores across the malls of a large property group, we accurately calibrate socialcrowdedness at the store- and hour-level. In addition, we   visits to different stores by customerswho are members of the property group using their transaction records. Whereas existing literature focuses on in-store purchases alone, this unique data offers an opportunity to examine how socialcrowdedness affects customer behaviors at three distinct stages: prior to, during, and after a storevisit. We find that, overall, in-store social crowdedness leads to more store visits and sales, and itcreates some substitution between current and future shopping trips, i.e., customers extend theircurrent trips while postponing the next ones after experiencing a high level of social crowdedness.Additionally, while more members are drawn to stores with higher levels of crowdedness, the sales boost is mainly contributed by members at lower membership tiers and to a larger extent by nonmembers. The positive effects of social crowdedness are more pronounced for younger malecustomers and members with longer tenure. Finally, the substitution effect is homogeneous acrossmembers. Together, these findings shed light on the holistic effects of social crowdedness duringand across customers’ shopping trips, providing rich managerial implications for context- dmarketing.

---

主讲人人简洁：孙亚程，同济上学校经管基地传授，同济经管企业企业推广系系领导、同济经管基地全国的直销科学设计学科研基地领导，中国大级人才的。他的最主要的科学设计学科研行业为大数据安全库企业企业推广、服务平台企业企业推广和给客户相互影响监管。在国际级杂志PNAS, Operations Research, Management Science, Marketing Science, Journal of Consumer Research, Harvard Business Review上发稿数篇文献资料。获培育部高的培训学校科学设计学科学设计学科研优质成效奖甲等奖，更优秀奖、武汉市马克思哲学社会存在科学设计学优质成效奖更优秀奖,及及同济上学校培训 成效甲等奖和武汉市培训 成效更优秀奖等。他的科学设计学科研被《群众日报》、《塔斯社》、《全国的日报》、《华尔街日报》、《哈佛大学金融业讨论》、《多伦多星报》、《赫芬顿邮报》、《一周邮报》、《俄罗斯时报》、澳大利亚全国的宝博体育 播报装修新公司、澳大利亚宝博体育 播报装修新公司等多所中国大陆外互联网媒体宝博体育 稿。