讲座时间：2025年5月13日 周二 10:30-12:00
讲座嘉宾：多伦多大学 钟泽民
讲座主持：3003新葡官方网站 盛峰
讲座地点：3003新葡官方网站会议室A523
讲座标题（Title）：
Not So Timely: Screen-On Push Notifications and User Engagement
讲座摘要（Abstract）:
We examine the impact of push notification timing on user engagement in mobile apps, testing the conventional belief that sending notifications when users activate their device screens, known as screen-on pushes, better captures user attention. Using a regression discontinuity design and proprietary data from a major push service provider in China, we find that contrary to expectations, screen-on pushes reduce daily app logins, with stronger negative effects among younger users. These findings show that real-time, behaviorally-targeted notifications may backfire and reduce user engagement.
嘉宾简介（Bio）:
Zemin (Zachary) Zhong is an Assistant Professor of Marketing at the Rotman School of Management, University of Toronto. He earned his Ph.D. from UC Berkeley’s Haas School of Business. His research uses both analytical modeling and econometric models to explore how online platforms and information design influence consumer search, pricing, and market outcomes, with work published in Marketing Science, Management Science, and the Journal of Economic Behavior & Organization. He has been a member of the Editorial Review Board of Marketing Science since 2022. Zachary’s contributions have been recognized by the ISMS Doctoral Dissertation Award and multiple Service Awards from both Management Science and Marketing Science.
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