Welcome to my homepage! I’m an Assistant Professor of Marketing at UCL School of Management. I study substantive issues in the area of sharing economy, platform design, and industrial organization using causal machine learning, structural modeling, and field experiment methods. My current research revolves around the design of various pricing schemes (such as surge pricing and flat-rate pricing) and dispatch systems in ride-sharing markets. I also study platform design related matters, such as optimizing information provision on landing pages and mitigating platform disintermediation.
View my CV here.
Ph.D. in Quantitative Marketing, 2019
National University of Singapore, Singapore
B.Econ. in Finance, 2014
Fudan University, Shanghai, China
PDF DOI UCLA Anderson Review (media coverage) South China Morning Post (media coverage)
To reduce the income gap between urban and rural China, Alibaba’s Taobao platform launched a unique Taobao Town Certification (TTC) program in 2014 to recognize e-commerce sellers “collectively” in a particular rural town in China for reaching a critical mass. Unlike other platform certifications that promote popular products or top-rated sellers, TTC is a unique “collective” promotion strategy that advocates all sellers in a specific town collectively. In this paper, we examine the causal effects of this collective promotion program TTC on sellers’ business performance.
Despite the booming of platform businesses, disintermediation has become a severe issue facing many platforms. In this research, we design and analyze an undercover randomized field experiment to investigate how sellers respond to disintermediation requests initiated by buyers.
This study takes advantage of an exogenous policy change in which a leading taxi company in Singapore introduced an origin-destination-based flat-fare option to causally evaluate the causal effects of flat-rate pricing the ride-hailing market.
UCL School of Management, University College London
Marketing Analytics, MSc Business Analytics program, 2020 - present
MSc Enrichment Activities