Research project

The impact of matching mechanisms on consumer behaviour and O2O business operations.

Project overview

With the advancement in mobile technology, O2O (Online to Offline) services have become an important part of our daily lives. For O2O service providers, the biggest challenge is to provide in-time service to a large number of customers with limited manpower in peak times. How to design a courier/assignment (matching) mechanism which delivers satisfactory service in an efficient way has become a vital ingredient in a successful business practice. With the unique data collected from one of the largest O2O company in the UK, we aim to design an optimal mechanism for the matching problem using both innovative AI algorithms and an auction mechanism. We will also make contributions to the business models of this growing industry as well as economic and behavioural theories.

Staff

Lead researchers

Dr Chung-Ching Tai

Associate Professor in Risk Management

Research interests

  • Behavioural economics and Experimental economics
  • Neuroeconomics
  • Agent-based computational economics
Connect with Chung-Ching
Other researchers

Professor Ming-Chien SUNG

Professor of Risk And Decision Sciences

Research interests

  • Financial technology (Fintech) and cryptocurrency analysis
  • Risk analysis using Big Data
  • Artificial intelligence (AI)
Connect with Ming-Chien

Research outputs