信息管理与信息系统系讲座:Does Money Talk?

演讲主题：Does Money Talk? —The Impact of Monetary Incentive on UGC Contribution

演讲者：Juan Feng  City University of Hong Kong

主持人：信息管理与信息系统系屈锗教授

日期：2016年5月17日 14：00-15：30

地点：思源楼724会议室

演讲者介绍：

Juan Feng is an associate professor in the Department of Information Systems in the College of Business at the City University of Hong Kong. She holds a B.A. in economics from Renmin University of China, and a PhD in Business Administrtion from Pennsylvania State University, with a dual degree in Operations Research. Before joining City U, she worked as assistant professor at University of Florida.

She serves on the editorial board of Decision Support Systems, and AE for E-Commerce Research and Applications and Journal of Electronic Commerce Research. She has published in journals such as Information Systems Research, Management Science, Marketing Science, Production and Operations Management, Informs Journal on Computing, etc.

演讲摘要：

Monetary incentive is often used to encourage user-generated content

(UGC) contribution in many UGC platforms. Empirical studies, however, reported contradictory results with regard to the impact of monetary incentive. We build a theoretical model to study the impact of monetary incentive on UGC contribution, where four types of contributors (classified by whether they are intrinsically-motivated and whether they produce efficiently) compete for audience attention, and the introduction of monetary incentive either positively or negatively modifies contributors’ intrinsic reward. We identify two types of crowding in/out effect—the motivation crowd in/out, and the competition crowd in/out. Under the influence of these two types of crowd in/out effects, an increase in the monetary incentive has a non-monotonic impact on the market structure, total content volume as well as the overall quality of content contributed. As a result, different market equilibrium outcomes emerge with an increase in the monetary incentive. Our findings offer guidelines in designing monetary incentive schemes to achieve different market outcomes.

信息管理与信息系统系

2016-5-16