数据驱动管理决策研究中心和市场营销系联合讲座：Pay to Play or Practice to Play: the Time-Money Tradeoff in Online Game Playing Behavior

时间：1月8日（周四）14:00-16:00

地点：思源楼624室

主题：Pay to Play or Practice to Play: the Time-Money Tradeoff in Online Game Playing Behavior

演讲者：车海老师

主持人：张喆老师

Abstract：

Benjamin Franklin’s famous saying, Time is Money, has been quoted by economists (Becker (1965)) in their theories that time is an economic resource and is used, together with other market goods, as an input in their commodity consumption and utility maximization. In the context of video game playing, a player’s achievement and ultimate goal is to move up as many levels in the game as possible in a certain period of time. To achieve such a goal, a player could, in the current period, spend more time practicing to improve skills so that she could spend less money and less time in the next period; or, she could spend more money paying for the various items used in the video-game. If she chose the latter, she would move up the levels relatively quickly now, but she would spend more time or money in the next period since her gaming skills did not improve through money spending. Using a proprietary dataset from a large Chinese online video-game company, we build a consumer forward-looking choice model to investigate how the purchase decisions are affected by the player’s own characteristics (e.g. the player’s skill level and previous game-playing behavior), time spent in game-playing, social interactions with other players, and finally, the marketing activities from the company. Through this investigation, we find the time-money tradeoff is an important behavioral characteristic among game players.

Bio：

Hai Che

Associate Professor of Marketing

Ph.D., Washington University (2003); M.S.B.A., Washington University (2001); M.A., University of Toronto (1997); M.A. Fudan University (1995); B.A., Fudan University (1992)

Hai Che is Associate Professor of Marketing at the Kelley School of Business at University of Indiana in Bloomington. Professor Che has taught courses in undergraduate, full-time and part-time MBA, and PhD programs. His primary research areas include marketing research, data-driven marketing strategies, competitive pricing and advertising strategies, structural empirical models, and behavioral economics. He has published many research papers in top academic journals such as the Journal of Marketing Research, Marketing Science, Quantitative Marketing and Economics and Marketing Letters. He was named the prestigious Marketing Science Institute Young Scholar in 2009, and won research grants from Marketing Science Institute and China’s National Science Foundation. Professor Che received a MSBA and a PhD in Marketing from Washington University in St. Louis.