市场营销系学术讲座系列2026年第4讲

来源：市场营销系

主  题：为快乐付费，还是为金钱而娱乐？基于区块链的经济激励如何重塑数字享乐型服务中的用户参与行为

主讲人：Hyeokkoo Eric Kwon（新加坡南洋理工大学教授）

时  间：2026年5月25日（周一）上午9:30

地  点：中关村校区明德商学楼1008室

语  言：英文

讲座摘要：

Facing rapid user churn, game developers are turning to an age-old remedy: paying players to play. Play-to-Earn (P2E) introduces sustained cryptocurrency rewards into gaming environments typically driven by enjoyment rather than monetary gain. Prior research on financial incentives has largely examined activities with low intrinsic appeal, such as exercise or studying, and found two consistent patterns: incentives raise engagement while offered but trigger an even steeper decline once removed, and they are costly to sustain. P2E differs in two important ways. First, because rewards are in cryptocurrency rather than real currency, they can be provided indefinitely without budgetary constraints—raising the question of whether perpetual incentives can avoid the post-removal backfire effect. Second, P2E applies incentives to an activity that is already highly intrinsically motivating, like gaming—prompting the question of whether such incentives amplify engagement or instead crowd out the enjoyment that drives it. We address these questions through a natural experiment in a global mobile game that added P2E mechanics for a subset of players while leaving the original design intact for others. Using a three-year panel of behavioral data, we estimate the causal effect of P2E. The results are striking: although a small group of players who actively used P2E rewards increased their engagement, the vast majority—who were merely exposed to but did not utilize these rewards—played less, spent less, and churned earlier. These negative effects outweighed the gains among active P2E participants. Granular behavioral analysis reveals a motivational shift: even without claiming rewards, exposure to P2E reoriented players’ focus from hedonic enjoyment to extrinsic, gain-oriented goals. Players prioritized efficient progression (e.g., leveling, quest completion) over exploratory, social, and competitive play. This shift reduced retention, as gain-oriented motivation—tied to delayed and uncertain rewards—felt psychologically distant compared to the immediate gratification of play for fun. This study extends financial incentive theory by showing that even sustained rewards can crowd out strong intrinsic motivation in hedonic settings. The findings offer practical guidance for digital platforms: incentive structures that work for utilitarian tasks may undermine long-term engagement in hedonic services.

主讲人简介：

Hyeokkoo Eric Kwon ，新加坡南洋理工大学（NTU）南洋商学院（NBS）信息系统领域的教务长讲席教授。他同时担任南洋学者MBA项目主任以及商科与计算机双学位项目负责人，并任职于校级研究与创新参议委员会。目前，他还担任Information Systems Research和Decision Sciences的副主编。其研究兴趣主要涵盖金融科技、数字医疗、广告技术以及数字平台中的移动数据分析，并拓展至数字化与人工智能驱动转型等更广泛领域。研究成果发表于Marketing Science，Information Systems Research，MIS Quarterly，Journal of Management Information Systems，Journal of Operations Management，Production and Operations Management等顶级期刊。曾获得多项重要学术荣誉，包括INFORMS信息系统学会Gordon B. Davis青年学者奖以及AIS早期职业学者奖。在南洋理工大学期间，他还获得了南洋研究奖（青年研究员），并多次获得教学类奖项，如教学卓越奖和Koh Boon Hwee学者奖。

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