3910 3087
KK 720
- 2001-2006 Ph.D. in Business Administration (Marketing), University of Chicago
- 2001-2006 MBA, University of Chicago
- 1991-1996 Ph.D. in Law (Demography), Peking University
- 1987-1991 BA in Economics, Peking University
Junhong Chu is a professor of marketing at the University of Hong Kong (HKU). Before joining HKU, she worked at the NUS Business School as a dean’s chair and a tenured associate professor of marketing and earlier at Peking University as an associate professor of economics. Professor Chu has also visited Harvard University as a research fellow and the University of Michigan as an associate professor.
Professor Chu is an empirical modeler, works on big data, and does quantitative research in marketing and industrial organization. Her research interests include platform markets and the sharing economy, e-commerce, social media, P2P markets, and distribution channels. She applies both the classical and Bayesian approach to study firm competition and consumer behavior.
Professor Chu’s research has been published in leading academic journals such as Marketing Science, Journal of Marketing Research, Management Science, Journal of Marketing, Proceedings of the National Academy of Sciences (PNAS), Nature Human Behaviour, Population and Development Review, and Demography. She was an MSI (Marketing Science Institute) 2011 Young Scholar and has also won several research awards.
Professor Chu earned a BA in economics and a PhD in Law (Demography) from Peking University, and an MBA and PhD in Business Administration (Marketing) from the University of Chicago.
At HKU:
- MSMK7032: Foundational Quantitative Skills in Marketing
- MKTG3522: Platform Business Models and the Sharing Economy
- MSMK7029: Platform Business Models and the Sharing Economy
- MKTG6006: Empirical Marketing Models
At NUS:
- Customer Relationship Management
- Marketing Research
- Marketing Models
- Marketing Strategy (in Chinese)
I am an empirical modeler and work on big data, doing empirical industrial organization and structural modeling research. I am interested in platforms and the sharing economy, e-Commerce, and social media. I employ both the classical approach and Bayesian approach to study consumer and firm behavior and interactions between agents in these businesses.
- Xu, Yan, Mantian Hu, Junhong Chu, and Andrew Ching. 2024. “Heterogeneous Complementarity and Team Design: The Case of Real Estate Agents,” Marketing Science, forthcoming.
- Wu, Jiajun, Jun Ye, and Junhong Chu. 2024. “Soothing the unsatisfied or pleasing the satisfied? The effects of managerial Responses to positive versus negative reviews on customer ratings and financial performance,” Journal of the Academy of Marketing Science, forthcoming.
- Xu, Xiaohong, Ivan Png, Junhong Chu, and Yehning Chen. 2024. “The misruling elites: the state, local elites, and the social geography of the Chinese revolution,” Theory and Society, forthcoming.
- Yao, Dai, Chuang Tang, and Junhong Chu. 2023. “A Dynamic Model of Owner Acceptance in Peer-to-Peer Sharing Markets,” Marketing Science, 42(1): 166-188.
- Duong, Hai Long, Junhong Chu, and Dai Yao. 2023. “Taxi Drivers’ Response to Cancellations and No-shows: New Evidence for Reference-dependent Preferences,” Management Science, 69(1): 179–199.
- Yi, Junjian, Junhong Chu, and I.P.L. Png. 2022. “Early-life exposure to hardship increased risk tolerance and entrepreneurship in adulthood with gender differences,” Proceedings of the National Academy of Sciences (PNAS), 119(15).
- Xu Zhang, Puneet Manchanda, and Junhong Chu. 2021. “‘Meet Me Halfway’: The Costs and Benefitsof Bargaining,” Marketing Science, 40(6): 1081-1105.
- Junhong Chu, Yige Duan, Xianling Yang, and Li Wang. 2021. “The Last Mile Matters: Impact of Dockless Bike Sharing on Subway Housing Price Premium,” Management Science, 67(1): 297-316. (Winner of the 2024 Best Marketing Paper Award in Management Science).
- Junhong Chu, Haoming Liu, and Alberto Salvo. 2021. “Air Pollution as a Determinant of Food Delivery and Related Plastic Waste,” Nature Human Behaviour, 5(2): 212-220.
- Chintagunta, Pradeep K. and Junhong Chu. 2021. “Geography as Branding: Descriptive Evidence from Taobao,” Quantitative Marketing and Economics, 19(1): 53-92.
- Cao, Zike, Junhong Chu, Kai-Lung Hui, and Hong Xu. 2021. “The Relationship between Online Referral Marketing and Price Promotion: Evidence from a Large E-Commerce Platform,” Journal of Management Information Systems, 38(3): 855-888.
- Chu, Yanlai, Junhong Chu, and Hongju Liu. 2021. “The Impact of Mergers and Acquisitions on Brand Equity: A Structural Analysis,” International Journal of Research in Marketing, 38(3): 615-638.
- Junhong Chu, Haoming Liu, and Ivan Png. 2018. “Marriage and Non-labor Income: Evidence from China’s Heating Policy,” Demography, 55(6): 2345-2370.
- Yan, Wei, Yu Xiong, Junhong Chu, Gendao Li and Zhongkai Xiong. 2018. “Clicks and Bricks: Optimal Marketing Channels for a Durable Goods Firm,” European Journal of Operational Research, 265(3): 909-918.
- Junhong Chu and Puneet Manchanda. 2016. “Quantifying Cross and Direct Network Effects in Online Consumer-to-Consumer Platforms,” Marketing Science, 35(6): 870-893.
- Sun, Li, Surendra Rajiv, and Junhong Chu. 2016. “Beyond the More the Merrier: The Variety Effect and Consumer Heterogeneity in System Markets,” International Journal of Research in Marketing, 33(2): 261-275.
- Goh Khim-Yong, Junhong Chu, and Jing Wu. 2015. “Mobile Advertising: An Empirical Study of Temporal and Spatial Differences in Search Behavior and Advertising Response,” Journal of Interactive Marketing, 30: 34-45.
- Sriram, S., Puneet Manchanda, Mercedes Esteban Bravo, Junhong Chu, Liye Ma, Minjae Song, Scott Shriver, and Upender Subramanian. 2015. “Platforms: A Multiplicity of Research Opportunities,” Marketing Letters, 26(2): 141-152.
- Junhong Chu. 2013. “Quantifying Nation Equity with Sales Data: A Structural Approach,” International Journal of Research in Marketing, 30(1): 19-35, runner up, MSI and IJRM Award for Best Paper in IJRM Special Issue on Marketing in Emerging Markets.
- Chintagunta, Pradeep K., Junhong Chu, and Javier Cebollada. 2012. “Quantifying Transaction Costs in Online / Offline Grocery Channel Choice,” Marketing Science, 31(1): 96-114 (received the Spanish Marketing Academy and ASEDAS Best Paper Award, 2013).
- Junhong Chu and Pradeep K. Chintagunta. 2011. “An Empirical Test of Warranty Theories in the U.S. Server and Automobile Markets,” Journal of Marketing, March 75(2): 75-92.
- Junhong Chu, Marta Arce-Urriza, Javier Cebollada, and Pradeep K. Chintagunta. 2010. “An Empirical Analysis of Shopping Behavior across Online and Offline Channels for Grocery Products: The Moderating Effects of Household and Product Characteristics,” Journal of Interactive Marketing, 24: 251-268 (runner-up for best paper award 2011).
- Junhong Chu and Pradeep K. Chintagunta. 2009. “Quantifying the Economic Value of Warranties in the U.S. Server Market,” Marketing Science, 28(1): 99-121
- Junhong Chu, Pradeep K. Chintagunta, and Javier Cebollada. 2008. “A Comparison of Within-household Price Sensitivity across Online and Offline Channels,” Marketing Science, 27(2): 283-299.
- Junhong Chu, Pradeep K. Chintagunta, and Naufel J. Vilcassim. 2007. “Assessing the Economic Value of Distribution Channels – An Application to the Personal Computer Industry,” Journal of Marketing Research, 44(1): 29-41.
- Junhong Chu. 2001. “Prenatal Sex Determination and Sex-selective Abortion in Rural Central China,” Population and Development Review, 27(2): 259-281.
- HONG KONG openBlM/openGIS AWARDS2024
- The 2024 Best Marketing Paper in Management Science
- Best Paper Award, the Spanish Marketing Academy and ASEDAS, 2013
- Best Paper Award, Public University of Navarra, Spain, 2013
- Runner up, the MSI and IJRM Award for Best Paper in IJRM Special Issue on Marketing in Emerging Markets, 2013
- MSI (Marketing Science Institute) Young Scholar, 2011
- Editorial Review Board, Marketing Science, from January 2019
- Editorial Review Board, Journal of Interactive Marketing, from April 2016
消費者之間(P2P)的共享市場有助於實現社會閒置資源的共享。當租客對物主的資源發出共享請求時,物主則需要決定是否接受該請求:接受請求可以馬上填補資源的閒置期,給物主帶來即刻回報,但卻降低了物主滿足未來對資源有更長時間的請求(更高回報)的靈活性。本文建立了一個模型,來揭示這些共享平台上物主在決定接受租客請求時面臨的權衡。該模型可以優化物主的決策,並改善平台的運營。該模型明確容納了兩種類型的物主:一類物主具有前瞻性,會考慮其資源可供租用的狀態,而另一類物主則只考慮眼前的請求,短視地做出接受決定。我們將該模型應用於中國一家領先的共享汽車租賃平台的數據集上。結果顯示,數據中前瞻型和短視型車主人數各半;女性、經驗豐富及年輕的車主更具備前瞻性。結果還顯示兩類車主對租客有不同的偏好。根據模型的估計結果,我們計算了未來每一天對前瞻型車主的期權價值(即資源一天可用的價值),發現期權價值隨時間的推移先增後減。我們進行了兩個反事實推論分析。第一項分析表明,如果平台規定最短租期,即便當前的租用條件可帶來更高的預期回報,前瞻型物主仍會傾向拒絕請求。第二項分析則表明,隨著平台對物主更深入的了解,平台可以通過對租賃請求的優化分配或再分配,大幅提高匹配效率,此舉可令絕大部分平台參與者收益。