管理科学系学术讲座

时间：2024年7月5日（周五） 10:00-11:30

地点：腾讯在线会议

会议号：855 807 929 密码：240705

主题：User Engagement on Digital Media Platforms: The Dynamic Interplay between Discovery and Consumption

主讲人： Linli Xu 明尼苏达大学卡尔森管理学院副教授

主持人：田林复旦大学管理学院教授

摘要：

The rapid growth of digital media platforms has led to information overload for consumers; hence, two major types of user interfaces have been widely used to facilitate the process of online content discovery and consumption. The first type of interface is often referred to as “content discovery page,” where users are presented with a list of options to browse and choose from. The second type of interface allows users to continuously consume content without the need to discover(through browsing) by automatically presenting a new item when they are done with a particular content. An emerging trend in practice is that many digital platforms utilize both interfaces in order to improve user engagement. This study examines how the dynamic experience of content discovery and consumption under the existence of both interfaces shapes users’ behavioral patterns on such digital platforms. We develop an empirical model framework capturing each user’s sequence of decisions in discovering and viewing content and allowing for individual heterogeneity. We then estimate the model using granular data from a music mobile platform in China. We find that: 1) satiation exists in consumption across users but viewing a broad variety of content helps mitigate satiation, lengthening the duration of user engagement on the platform. 2) On average, consumers prefer to browse more options on the discovery page, but a greater variety level of content browsed on the discovery interface is likely to make a user quit browsing and start consuming content. 3) Our examination of user heterogeneity reveals two distinct types of users: “Binge-viewers” and “Browsers.” The former favors extended viewing within a single session and waits longer to return to the platform, while the latter prefers browsing a wide set of content and returns to the platform sooner between sessions.

简介：

Linli Xu joined the Carlson School of Management, University of Minnesota in 2012 after receiving her PhD from the University of Southern California (USC). Her research interests focus on the advertising and digital platforms and specialize in the automotive markets. Her work has been published in Marketing Science, Management Science, Quantitative Marketing and Economics, and Journal of Marketing. Xu was named as a Young Scholar by the Marketing Science Institute (MSI) in 2019, a biennial award given to the most promising scholars in marketing and closely related fields whose work suggests they are potential leaders of the next generation of marketing academics. Her research was funded by the Marketing Science Institute (MSI) Grant and Carlson Dean's Small Research Grant. While at USC, she was awarded the 2010 James S. Ford/Commerce Associate Ph.D. Fellowship in recognition of her outstanding scholastic achievement and research. Linli Xu holds a BA in Economics from Jilin University (China) and a MA in Economics from the University of British Columbia (Canada).