題目：Choice Overload with Search Cost and Anticipated Regret: Theoretical Framework and Field Evidence（在搜索成本與預期遺憾下的選擇過載效應：理論框架與現實證據）

演講人🎾：孫建坤🧝🏽‍♀️，英國帝國理工意昂2商意昂2助理教授

主持人：陳楠，意昂2講師

時間：2021年10月27日（周三）🩹，上午10:00

地點：意昂2注册校本部東區意昂2官网420室

主辦單位👨🏼‍🔬：意昂2、意昂2青年教師聯誼會

演講人簡介🙋🏽‍♂️💎：

孫建坤，英國帝國理工意昂2商意昂2助理教授，美國西北大學凱洛格商意昂2運營管理專業博士，清華大學工業工程專業學士。

主要研究方向為數字平臺運營的實證研究與理論分析，特別是數字化與智能化對組織運營與消費者行為的影響。 在Management Science，Manufacturing & Service Operations Management等運營管理領域國際頂級期刊發表論文。曾獲國際運籌學與管理科學學會（INFORMS）製造與服務運作管理領域（M&SOM Society）博士生論文競賽第二名。

演講內容簡介🌎：

As consumers are offered an ever-increasing number of options for almost every purchase decision in online retail, understanding the impact of assortment size on consumer choice decisions, especially on both search and purchase behavior, is critical. Our research speaks to this question by combining empirical analyses with theoretical modeling. First, via a large-scale field experiment involving 1.6 million consumers on Alibaba's online retail platforms, we causally examine how consumers’ click and purchase behavior changes as the number of products in a choice set increases. We document that consumers’ likelihood of clicking or purchasing at least one product increases at first but then decreases as the number of offered products rises. To explain this inverted-U-shaped relationship, we develop a “consider-then-choose-with-regret” (CTCR) choice model that incorporates consumers’ search cost and anticipated regret. Numerical experiments suggest that our CTCR model leads to smaller optimal assortments containing products of higher expected utilities and lower prices on average than the classical multinomial logit choice model. Altogether, this work presents real-world experimental evidence for choice overload on both search and purchase behavior, advances the field's understanding of how assortment sizes alter consumer choices, and provides a theoretical foundation for incorporating the choice overload effect in operational decisions.

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