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.

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讲授人介简：孙亚程，郑州二本大学大专大专经管院校副教授，郑州二本大学大专经管销售系系科长、郑州二本大学大专经管院校中华新零售钻研工厂科长，部委级高端人才。他的注意钻研行业为大数值销售、网站销售和爱美者关系的管理制度。在全球期刊杂志PNAS, Operations Research, Management Science, Marketing Science, Journal of Consumer Research, Harvard Business Review上刊出几篇论文怎么写。获学前教育部官网高教二本大学科学实验课钻研优异收获奖一级奖，甲等奖、郑州市哲学思想社会上科学实验课优异收获奖甲等奖,或郑州二本大学大专大专教育教学方法收获一级奖和郑州市教育教学方法收获甲等奖等。他的钻研被《民众日报》、《塔斯社》、《中华日报》、《华尔街日报》、《哈弗企业点评》、《多伦多星报》、《赫芬顿邮报》、《本周邮报》、《印度是时报》、美利坚共和国中国内地电台电台工厂、加拿大的电台电台工厂等几十家中国内地外广播媒体宝博体育 稿件。