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2017/12月 14

管理科学与工程系学术论坛第六十九讲

管理科学与工程系学术论坛第六十九讲
开始时间:2017-12-14 12:00
活动地点:明德商学楼1008室
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状态: 已结束

主   题:The Impact of Introductory Incentives on New Users: Evidence from an Online Health Community

主讲人:张晓飞(香港理工大学管理学博士生,哈尔滨工业大学管理学博士生)

语   言:中英文

讲座摘要: 

This paper studies the impact of short-term introductory incentives on new users in online communities. Many online communities now employ introductory incentives to attract new users and motivate user contributions, but the benefit of such incentives is still unclear. We draw on a policy change in a large online health community to compare new physicians who are affected by the policy versus those who are not. We find that even though introductory incentives increase contribution quantity during the policy window, such incentives can significantly decrease contribution quantity after the policy. The policy also harms the community by lowering contribution quality. On the bright side, introductory incentives can increase user retention and thus induce more contribution for the community over the lifecycle of users. Moreover, the effects of such incentives are contingent on users’ offline seniority, which creates opportunities for the platform to target different user groups with different incentives. These results are consistent with various robustness checks using different control groups. This research contributes to the literature on identifying the impact of introductory incentives and intertemporal change of monetary incentives in online communities. The findings also provide novel insights for incentive-driven online communities.

本研究主要关注入门激励对新用户在线贡献的影响。许多在线社区使用入门激励吸引更多新用户和激励用户贡献,但是在线社区是否从此项政策获益尚未明确。本研究基于一大型在线医疗平台采用DID和生存分析方法研究此项政策产生的影响。研究发现此政策在政策期间会显著提升用户贡献数量,政策结束后会减少贡献数量,并且此项政策会损害用户贡献质量;另一方面,此项政策会增加用户在社区中的留存时间,因此会增加用户在各自生命周期中的总体贡献量;另外,此项激励的作用取决于用户线下的收入水平。此研究证实了入门激励和短期激励变化对用户在线贡献的影响,为在线社区如何使用此类政策提供建议和指导。

主讲人简介:

张晓飞,香港理工大学管理学博士生,哈尔滨工业大学管理学博士生。主要研究方向为:医疗信息技术、在线社区、人机交互、情感反应。2016年2月至2017年1月在美国亚利桑那大学MIS系访学。系列论文发表到Information & Management、Journal of Electronic Commerce Research、Electronic Commerce Research and Applications期刊。研究论文获得中国信息系统协会2017年会青年论坛最佳论文奖、国际信息系统会议(ICIS 2017)最佳论文提名奖和Healthcare and IT track最佳论文奖。