ENGINEERING DIGITAL SHARING PLATFORM TO CREATE SOCIAL CONTAGION: EVIDENCE FROM LARGE SCALE RANDOMIZED FIELD EXPERIMENTS

Peer-to-peer information sharing has fundamentally changed customer decision-making process. Recent developments in information technologies have enabled digital sharing platforms to influence various granular aspects of the information sharing process. Despite the growing importance of digital information sharing, little research has examined the optimal design choices for a platform seeking to maximize returns from information sharing. My dissertation seeks to fill this gap. Specifically, I study novel interventions that can be implemented by the platform at different stages of the information sharing. In collaboration with a leading for-profit platform and a non-profit platform, I conduct three large-scale field experiments to causally identify the impact of these interventions on customers’ sharing behaviors as well as the sharing outcomes. The first essay examines whether and how a firm can enhance social contagion by simply varying the message shared by customers with their friends. Using a large randomized field experiment, I find that i) adding only information about the sender’s purchase status increases the likelihood of recipients’ purchase; ii) adding only information about referral reward increases recipients’ follow-up referrals; and iii) adding information about both the sender’s purchase as well as the referral rewards increases neither the likelihood of purchase nor follow-up referrals. I then discuss the underlying mechanisms. The second essay studies whether and how a firm can design unconditional incentive to engage customers who already reveal willingness to share. I conduct a field experiment to examine the impact of incentive design on sender’s purchase as well as further referral behavior. I find evidence that incentive structure has a significant, but interestingly opposing, impact on both outcomes. The results also provide insights about senders’ motives in sharing. The third essay examines whether and how a non-profit platform can use mobile messaging to leverage recipients’ social ties to encourage blood donation. I design a large field experiment to causally identify the impact of different types of information and incentives on donor’s self-donation and group donation behavior. My results show that non-profits can stimulate group effect and increase blood donation, but only with group reward. Such group reward works by motivating a different donor population. In summary, the findings from the three studies will offer valuable insights for platforms and social enterprises on how to engineer digital platforms to create social contagion. The rich data from randomized experiments and complementary sources (archive and survey) also allows me to test the underlying mechanism at work. In this way, my dissertation provides both managerial implication and theoretical contribution to the phenomenon of peer-to-peer information sharing.

Energy Management of a Battery-Ultracapacitor Hybrid Energy Storage System in Electric Vehicles

Electric vehicle (EV) batteries tend to have accelerated degradation due to high peak power and harsh charging/discharging cycles during acceleration and deceleration periods, particularly in urban driving conditions. An oversized energy storage system (ESS) can meet the high power demands; however, it suffers from increased size, volume and cost. In order to reduce the overall ESS size and extend battery cycle life, a battery-ultracapacitor (UC) hybrid energy storage system (HESS) has been considered as an alternative solution. In this work, we investigate the optimized configuration, design, and energy management of a battery-UC HESS. One of the major challenges in a HESS is to design an energy management controller for real-time implementation that can yield good power split performance. We present the methodologies and solutions to this problem in a battery-UC HESS with a DC-DC converter interfacing with the UC and the battery. In particular, a multi-objective optimization problem is formulated to optimize the power split in order to prolong the battery lifetime and to reduce the HESS power losses. This optimization problem is numerically solved for standard drive cycle datasets using Dynamic Programming (DP). Trained using the DP optimal results, an effective real-time implementation of the optimal power split is realized based on Neural Network (NN). This proposed online energy management controller is applied to a midsize EV model with a 360V/34kWh battery pack and a 270V/203Wh UC pack. The proposed online energy management controller effectively splits the load demand with high power efficiency and also effectively reduces the battery peak current. More importantly, a 38V-385Wh battery and a 16V-2.06Wh UC HESS hardware prototype and a real-time experiment platform has been developed. The real-time experiment results have successfully validated the real-time implementation feasibility and effectiveness of the real-time controller design for the battery-UC HESS. A battery State-of-Health (SoH) estimation model is developed as a performance metric to evaluate the battery cycle life extension effect. It is estimated that the proposed online energy management controller can extend the battery cycle life by over 60%.