题目：Field Evidence on Customer Type and Conversion Performance

主讲人：庄梦舟

地点：北京师范大学珠海校区励耘楼B306

时间： 2026年5月20日 下午14:30-16:00

摘要：Advances in technology have spurred the widespread use of personalization in marketing, with personalized promotions often assumed to enhance customer value. Yet, name personalization—featuring recipients’ names in marketing messages—can also have unintended negative effects. This research investigates whether pairing name personalization with sender personalization (revealing the sender’s identity) or content personalization (tailoring offers) mitigates these effects, contingent on customer type (new vs. repeat customers). Two large-scale field experiments and a lab experiment show that name-only personalization reduces purchase likelihood (coupon redemption, product adoption), especially among new customers. Sender personalization mitigates this negative effect, particularly for new customers, whereas content personalization moderates the effect more strongly for repeat customers. Three follow-up lab experiments show that message credibility consistently explains these contingent interaction effects, while ruling out alternative explanations. Collectively, the studies provide evidence that credibility mediates both the drawbacks of name-only personalization and the benefits of name-sender and name-content personalization, with effects varying systematically by customer type. The findings offer actionable insights for optimizing personalization strategies across different customer segments.

个人简介：庄梦舟，香港大学经管学院助理教授。本科毕业于西安交通大学，硕士毕业于香港岭南大学，博士毕业于美国伊利诺伊大学。研究内容专注于新技术所带来的企业的销售、推广模式的创新以及沟通交流渠道的变化。已在Journal of Marketing,Information Systems Research等期刊发表多篇论文。他在研究中主要采用经济学或心理学理论，利用计量模型来分析企业数据，从而提出对企业，对消费者和对政策制定者有用的建议。