讲座预告|Lure More Pokémon and Lure More Customers: Could Pokémon GO Improve Restaurants’ Online Reputation?吸引更多Pokémon，吸引更多顾客：Pokémon GO能否提升餐厅的在线声誉？

讲座地点：25-C区-401

讲座主题：Lure More Pokémon and Lure More Customers: Could Pokémon GO Improve Restaurants’ Online Reputation? 吸引更多Pokémon，吸引更多顾客：Pokémon GO能否提升餐厅的在线声誉？

主讲人：张洁

主讲人简介：

张洁，美国罗切斯特大学（University of Rochester）西蒙工商管理学院工商管理硕士和博士，现为德州大学阿灵顿分校（The University of Texas at Arlington）工商管理学院教授。主要研究领域包括渠道管理,信息产品,电子商务,和社交媒体等。先后获得德州阿灵顿大学工商管理学院杰出研究成果奖、托莱多大学工商管理学院杰出研究论文奖、夏威夷系统科学国际会议(HICCS)最佳论文奖等奖励。研究成果发表在MIS Quarterly, Information Systems Research, Journal of Management Information Systems, Journal of Economics and Management Strategies, Communications of the ACM, Decision Support Systems等国际顶级或权威学术期刊。

讲座摘要：

09:30-11:00：Lure More Pokémon and Lure More Customers: Could Pokémon GO Improve Restaurants’ Online Reputation?

11:00-12:00：青年教师及博士生交流

Augmented reality (AR) game Pokémon GO, as the most popular mobile game in 2016, not only promoted people’s physical activities, but also expanded their mobility areas. The game connects the virtual game world with PokéStops in real locations, where players tend to hang around. Managers of the restaurants near PokéStops have taken advantage of this popular game and used it as a new marketing tool to attract customers. However, the windfall is not always there. Thus, it is imperative to examine the effectiveness of the AR game as a marketing tool. The objective of this paper is to study how Pokémon GO impacts local restaurants’ reputation on the popular restaurant review website Yelp.com. We use a difference-in-difference (DID) approach to investigate the change of restaurants’ online reputation before and after the launch of Pokémon GO between the restaurants with and without PokéStops nearby. We also compare the short term and long term impacts of the launch of Pokémon GO on restaurants’ online reputation. We find that in general, restaurants with PokéStops nearby do benefit from Pokémon GO in improving their online reputation, however, the effectiveness depends on the restaurant types, the reputation metrics, and the time frames. More specifically, Pokémon GO improves the online reputation of the low-rating restaurants with PokéStops nearby, but only for the short term. Most results demonstrate a rich-get-richer effect of Pokémon GO on restaurants’ reputation. That is, the positive effect only favors for restaurants that well prepared their online reputation. More specifically, only restaurants with high rating can reap the benefits from Pokémon GO in the long term. This paper provides empirical evidence for the effectiveness of AR games as a marketing tool and sheds light on how to use AR technologies to improve online reputation.