Mobile interventions and consumer behaviors: three essays using field experiments

Abstract

Mobile technologies and artificial intelligence (AI) have enabled real-time monitoring and analysis of human behavior. However, the high dimensionality and complex heterogeneity of behavioral data pose significant challenges to the decision-making of business providers and policymakers. Motivated by the demand for behavioral data analytics, I analyze consumers’ behavioral log data and enhancing the effectiveness of mobile interventions by considering the heterogeneity of consumers in general. The findings conveyed in the three essays present valuable implications for various academic disciplines and business communities regarding the heterogeneous effect of mobile intervention across multiple business settings, and how to improve the effectiveness of a mobile intervention based on a customer-level targeting strategy. The research can help business providers and policymakers to improve the design and effectiveness of their mobile marketing strategies, and cast light on the practical strategies used in the face of heterogeneous consumer characteristics in a real-world setting.