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盧向華: Can Social Notifications Help to Mitigate Payment Delinquency in Online Micro-lending? A Field Experiment

時間:2019-12-26來源:

報告時間2019年12月30日(星期一)14:00

報告地點:管理學院五樓1502會議室

:盧向華 教授

工作單位:復旦大學

舉辦單位:管理學院

報告人簡介

盧向華,復旦大學,管理學院信息管理與信息系統系,教授,國家自然基金優秀青年基金項目獲得者。盧向華博士的研究方向是互聯網用戶的在線行為量化實證分析及運營機制設計,通過大數據分析與實地實驗等方法研究用戶個人層面的行為偏好與規律,測度用戶對不同市場干預機制或政策的響應效果。她在國內外高水平期刊上發表學術論文30余篇,包括Management Science, Information Systems Research, Journal of Marketing, Marketing science, Journal of MIS等。她目前已經作為負責人主持了5項國家自然基金項目及省部級研究課題與企業橫向咨詢課題。

報告簡介

Online micro-lending has experienced rapid growth worldwide. A key challenge in scaling up the business is managing the cost of debt collection incurred by late repayment and default. We study whether and how a platform can leverage on borrowers’ social connections through automatic social notifications in regulating repayment behavior. In collaboration with a large online micro-lending platform, we conduct a randomized field experiment to investigate the effect of social notifications targeted at different contact groups (core-circle vs. peripheral-circle). Our results show that notifying social contacts of a delinquent regarding the overdue payment significantly improves the repayment rate. Compared to the control group in which no notification messages are sent to the social contacts, notification-triggered social sanctions and social supports reduce the default rate by more than 50% in both core-circle and peripheral-circle groups. Further, we find that social notifications targeted at the peripheral-circle social contacts are only effective in the short term, its effectiveness decreases with repeated use. By contrast, social notifications targeted at the core-circle social contacts have a lasting effect.


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