Research

Research Interests:

Quantitative marketing
Structural modeling
Platforms and sharing economy
e-Commerce
Social media and networking
Big data and machine learning
China’s population, environment and market

I am an empirical modeler and work on big data, doing research in structural new empirical industrial organization (NEIO). I am interested in platforms and 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.

Selected Publications

Marketing and Management

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, accepted.
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 of the United States of America (PNAS), 119(15).
Zhang, Xu, Puneet Manchanda, and Junhong Chu. 2021. “‘Meet Me Halfway’: The Costs and Benefits of Bargaining,” Marketing Science, 40(6): 1081-1105.
Chu, Junhong, Haoming Liu, and Alberto Salvo. 2021. “Air Pollution as a Determinant of Food Delivery and Related Plastic Waste,” Nature Human Behaviour, 5: 212-220.
Chu, Junhong, 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 Management Science Best Paper Award).
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.
Chintagunta, Pradeep K. and Junhong Chu. 2021. “Geography as Branding: Descriptive Evidence from Taobao,” Quantitative Marketing and Economics, 19(1): 53-92.
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.
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.
Chu, Junhong 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.
Chu, Junhong. 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).
Chu, Junhong and Pradeep K. Chintagunta. 2011. “An Empirical Test of Warranty Theories in the U.S. Server and Automobile Markets ,” Journal of Marketing, 75(2): 75-92.
Chu, Junhong, 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).
Chu, Junhong and Pradeep K. Chintagunta. 2009. “Quantifying the Economic Value of Warranties in the U.S. Server Market,” Marketing Science, 28(1): 99-121
Chu, Junhong, 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.
Chu, Junhong, 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.

China: Population and Environment

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,” accepted, Theory and Society.
Chu, Junhong, Haoming Liu, and Ivan Png. 2018. “Marriage and Non-labor Income: Evidence from China’s Heating Policy,” Demography, 55(6): 2345-2370.
Chu, Junhong. 2001. “Prenatal Sex Determination and Sex-selective Abortion in Rural Central China,” Population and Development Review, 27(2): 259-281.

Other Scholarly Publications

Png, I.P.L., Yehning Chen, Junhong Chu, Yikang Feng, Elaine Kuanhui Lin, Wan-ling Tseng. 2020. “Temperature, Precipitation, and Sunshine across China, 1912-51: A New Daily Instrumental Dataset,” Geoscience Data Journal, 7(2): 90-101
Rajiv, Surendra, Junhong Chu and Zhiying Jiang. 2015. “Publication, Citation, Career Development, and Recent Trends: Empirical Evidence for Quantitative Marketing Researchers,” Customer Needs and Solutions, 1(2): 71-90.
Goh, Khim-Yong, Junhong Chu, and Winne Soh. 2009. “Mobile Advertising: An Empirical Study of Advertising Response and Search Behavior” International Conference on Information Systems (ICIS) 2009 Proceedings, Paper 150.

Papers under Review/Revision

Working Papers

Yanlai Chu and Junhong Chu. 2020. “The Unintended Market Consequences of Tariff Retaliation: Evidence from the Chinese Automobile Market”
Qinshen Tang, Wei-Shi Lim, and Junhong Chu. 2018. “Online Platform’s Optimal Efforts to Combat Counterfeits of Luxury Brands”
“Climate change in China: Communism is cooler”, with I.P.L. Png and Yeh-ning Chen, accepted to the NBER Conference on the Economics of Environmental Protection in China, Feb 14-15, 2014.

Work in Progress

“Store opening and closing and online returns,” with Lin Zhe and Xiang Yi.
“Trust and purchase behavior: Evidence from the European Automobile market”, with Miao Wei, Yanlai Chu, and Pradeep Chintagunta.

Research Grants/Fellowships

2018 - 2021 Participant, Social Science Research Thematic Grant (SSRTG), “Research on Innovating in a Digital Economy (RIDE)”
2017 - 2022 Co-Principal Investigator, “Service Productivity and Innovation Research,” Social Science Research Council
2017 - 2019 Co-Principal Investigator, “Digital Economy,” Ng Teng Fong Charitable Foundation (NTFCF) Research Funding
2014 - 2017 Co-Principal Investigator, “Climate change in China: Database and economic studies”, Ministry of Education tier-2 project
2013 - 2014 Principal investigator, “Sellers, Buyers and the Platform: A Comprehensive Study of Online C2C Platforms in Emerging Markets”, NUS HSS seed fund.
2013 - 2014 Co-Principal Investigator, “Climate change in China: Database and economic studies,” HSS (Humanities and Social Sciences) Special fund.
2013 - 2013 Co-Principal Investigator, “Climate Change in China,” NUS Business School, seed fund
2012 - 2015 Principal Investigator, “Quantifying the Environmental Costs of Tax Stimulus Plans in China’s Automobile Industry,” Singapore Ministry of Education (MOE) -Academic Research Fund (ARF)
2013 - 2015 Co-Principal Investigator, “Quantifying cross-network effects in online C2C platforms,” Asian Consumer Insight, Nanyang Technology University
2011 - 2014 Principal Investigator, “Networking, Knowledge Generation and Spillover Effect,” Funded by Singapore Ministry of Education (MOE) -Academic Research Fund (ARF)
2009 - 2012 Principal Investigator, “An Empirical Analysis of Household Online and Offline Behavior in Grocery Shopping,” Singapore Ministry of Education (MOE) -Academic Research Fund (ARF)
2009 - 2012 Principal Investigator, “School Choice Mechanisms under aggregate capacity constraint and incomplete information: An experimental study,” Singapore Ministry of Education (MOE) -Academic Research Fund (ARF)
2007 - 2010 Co-Principal Investigator, “Firm Behaviour and Consumer Welfare in Two-Sided Markets: Insights from Home Video Game Industry,” Singapore Ministry of Education (MOE) -Academic Research Fund (ARF)
2006 - 2010 Principal Investigator, “An Empirical Study of Warranties in the Server Market,” Singapore Ministry of Education (MOE) -Academic Research Fund (ARF)
2005 - 2006 Kilts Marketing Center Fellowship, University of Chicago
2001 - 2005 Doctoral Fellowship, University of Chicago
2002 Summer Research Grant, University of Chicago
2000 - 2001 Principal investigator, “Reproductive Behavior in Rural China during Social Transformations,” the Education Commission of China.
2000 - 2001 Principal investigator, “Prenatal Sex-selective Abortion in Rural China,” the Ford Foundation
06/2000 The Summer Workshop Grant, East-West Center, University of Hawaii
08/1998 The Summer Workshop Grant, the Max Planck Institute for Demographic Research, Rostock, Germany, August
1998 - 1999 Principal investigator, “Quality of the Family Planning Program in China,” the Ford Foundation
1996 - 1998 Principal investigator, “Reproductive Health in the Underdeveloped Areas of China,” the World Health Organization

Invited Talks/Presentations

07/01/2021 “Taxi Drivers’ Response to Cancellations and No-shows: New Evidence for Reference-dependent Preferences,” University College London, UK.
07/06/2019 “Dockless bike sharing and subway housing price premium,” School of Management, Beijing University of Post and Technology, China
12/12/2018 “Making lemonade from lemons: Impact of cancellations and no-shows on driver behavior, the case of Singapore’s taxi industry,” Renmin University of China Business School, Beijing, China
12/11/2018 “Dockless bike sharing and subway housing price premium,” School of Management, Beijing University of Technology, China
09/19/2018 “Dockless bike sharing and housing price,” Real Estate Institute, National University of Singapore, Singapore
10/19/2018 “Dockless bike sharing and housing price,” School of Management, University of Electronic Technology of China, Chengdu, China
09/07/2018 “Dockless bike sharing and housing price,” School of Management (Shenzhen), Harbin Institute of Technology, China
07/19/2018 “Quantifying the externalities of the sharing economy: The case of bike sharing,” School of Management, University of Science and Technology, China
06/08/2018 “The last mile matters: Impact of bike sharing on subway housing premium,” School of E-commerce Research, Central University of Finance and Economics, China
06/06/2018 “The last mile matters: Impact of bike sharing on subway housing premium,” Renmin University Business School, Beijing, China
05/28/2018 “The last mile matters: Impact of bike sharing on subway housing premium,” School of Management, Northwestern Polytechnic University, China
05/03/2018 “The last mile matters: Impact of bike sharing on subway housing premium,” Chicago Booth Business School, University of Chicago, USA
05/15/2017 “Quantifying the Value of Location on Online C2C Shopping,” the Business School, Renmin University of China, China
05/10/2017 “‘Meet Me Halfway’: The Value of Bargaining,” Guanghua School of Management, Peking University, Beijing, China
03/10/2017 “‘Meet Me Halfway’: The Value of Bargaining,” Chinese University of Hong Kong Business School, China
03/08/2017 “‘Meet Me Halfway’: The Value of Bargaining,” School of Management, Harbin Institute of Technology (Shenzhen campus), China
12/14/2016 “‘Meet Me Halfway’: The Value of Bargaining,” the Business School, Renmin University of China, Beijing, China
06/15/2016 Discussant, CEIBS Marketing Conference, Shanghai, China
06/12/2015 “Online bargaining,” the 12th Marketing Dynamics Conference, Tsinghua School of Economics and Management, China
12/05/2014 “Quantifying cross-network effects in online C2C platforms,” University of Hong Kong, China
12/04/2014 “An Empirical Analysis of Mergers and Brand Equity,” Industrial Organization and Management Strategy Workshop, University of Hong Kong, China
11/26/2014 “Quantifying cross-network effects in online C2C platforms,” School of Business, Shanghai University of Finance and Economics, China
10/10/2014 “Quantifying cross-network effects in online C2C platforms,” School of Business, University of Connecticut, USA
07/18/2014 “Quantifying cross-network effects in online C2C platforms,” School of Management, Xi’an Jiaotong University, China
02/14/2014 “Climate change in China: Communism is cooler,” the NBER conference on the Economics of Environmental Protection in China, Boston, USA
06/14/2013 “Quantifying cross-network effects in online C2C platforms,” the 9th Choice Symposium, Noordwijk, Netherlands
04/12/2013 “Evolution of Online C2C Platforms: Effect of Buyer and Seller Quantity and Quality,” Trulaski School of Management, University of Missouri, USA
06/15/2010 “Category Selection and Store Choice Modeling,” the 2010 Quantitative Methods in Business Application conference, Guanghua School of Management, Peking University, China
05/20/2010 “Category Selection and Store Choice Modeling,” Cheung Kong Graduate School of Business, Beijing, China
04/18/2008 “Nation Equity in Personal Computer Purchases in China,” Hong Kong University of Science and Technology, China

Conference Presentations

11/28/2021 “Taxi Drivers’ Response to Cancellations and No-shows: New Evidence for Reference-dependent Preferences,” The Second International Conference on Big Data and Industrial Innovation, China University of Political Sciences and Law, Beijing, China.
06/20/2019 “The last mile matters: Impact of bike sharing on subway housing premium,” INFORMS Marketing Science Conference, Rome, Italy
08/25/2018 “Making lemonade from lemons: Impact of cancellations and no-shows on driver behavior, the case of Singapore’s taxi industry,” Quantitative Marketing and Economics workshop, Chicago, USA
07/21/2018 “Making lemonade from lemons: Impact of cancellations and no-shows on driver behavior, the case of Singapore’s taxi industry,” China Marketing International Conference, Shanghai, China
07/21/2018 “The last mile matters: Impact of bike sharing on subway housing premium,” China Marketing International Conference, Shanghai, China
06/15/2018 “Agent network structure and performance: the Case of China’s property resale market,” INFORMS Marketing Science Conference, Philadelphia, USA
06/08/2018 “B2B bargaining on B2C platforms,” INFORMS Marketing Science Conference, Los Angeles, USA
07/25/2015 “Quo Vadis? The Role of Location in Online C2C Shopping,” China Marketing International Conference, Xi’an Jiaotong University, China
06/13/2015 “Online Bargaining,” Marketing Dynamics Conference, Tsinghua University, Beijing, China
05/30/2013 “Quantifying cross-network effects in online C2C platforms,” Marketing Dynamics Conference, University of North Carolina, USA
06/24/2012 “Cumulative advantage of research productivity: How large is it and who has it,” INFORMS Operations Conference, Beijing, China
06/10/2011 “Quantifying Transaction Costs in Online / Offline Grocery Channel Choice,” INFORMS Marketing Science Conference, Houston, USA
07/02/2010 “Quantifying Nation Equity with Sales Data: A Structural Approach,” the 2010 China India Consumer Insights Conference, Tsinghua University, China
12/05/2009 “Category Selection and Store Choice Modeling,” the 5th Singapore Marketing Research Round table, ESSEC Singapore Campus, Singapore
06/30/2009 “What Drives Channel Choice in Grocery Shopping,” CKGSB Marketing Forum, Beijing, China
06/06/2009 “What Drives Channel Choice in Grocery Shopping,” INFORMS Marketing Science Conference, University of Michigan, Ann Arbor, USA
01/13/2009 “What Drives Channel Choice in Grocery Shopping,” NUS – Hanyang University Joint seminar, Singapore
12/05/2008 “What Drives Channel Choice in Grocery Shopping,” the 4th Singapore Marketing Research Roundtable, INSEAD, Singapore
07/18/2008 “Modeling Nation Equity with Sales Data – An Application to the PC Industry,” Industrial Organization and Management Strategy, Singapore
12/07/2007 “Nation Equity in Personal Computer Purchases in China,” the 3rd Singapore Marketing Research Roundtable, Nanyang Technology University
06/29/2007 “Product Variety in Two-sided Market: Insights from Home Video Game Industry,” INFORMS Marketing Science Conferences, Singapore
06/02/2007 “A Study of Category Pricing at an Online Grocery Store,” Summer Workshop on Industrial Organization and Management Strategy, Shanghai University of Finance and Economics, Shanghai, China
12/08/2006 “Quantifying the Value of Warranties in the Server Market,” the 2nd Singapore Marketing Research Roundtable, Singapore
06/16/2005 “Assessing the Economic Value of Distribution Channels: An Application to the PC Industry,” the INFORMS Marketing Science Conference, Emory University, Atlanta, USA
03/15/2003 “What happened to the Levi’s? – An Application of the Logit Model to the Jeans Market,” the 33rd Annual Haring Symposium, Bloomington, Indiana