讲座题目：Smart Users: Effort Management in Earning Rewards

讲座时间：2022年6月21日（星期二）上午 10:00—12:00

讲座地点：腾讯会议577-275-034

主讲人： 张紫琼

报告简介：

User-generated content (UGC) websites usually offer rewards and incentives, such as points and badges, to encourage high-quality content from their users. Will these incentives compel users to strive to earn certain rewards? If so, will the quality of UGC decline? To answer these questions, we collect data from Ctrip.com (a leading online travel agency in China) wherein users can earn 80 points by posting a review with >=50 characters. Our research context features a quasi-experimental environment: we apply a regression-discontinuity design to infer the causal effects of UGC related incentives on users’ posting behavior. Regarding effort management, the results reveal a sharp negative jump at the review-length cutoff, indicating that users manage their effort to earn rewards more quickly. We further find that experienced users are more skilled in managing their effort, hence leading to a larger decline in UGC quality. Effort management and UGC quality are less likely to decline when the goal is easy to achieve. Our results offer actionable implications to help UGC platforms optimize their incentive systems.

嘉宾简介：

张紫琼，女，哈尔滨工业大学经济与管理学院副院长、教授、博士生导师，研究方向为电子商务、消费者行为。曾在香港理工大学、美国天普大学Fox商学院、美国德州大学奥斯洒分校商学院担任研究助理和访问学者。近年来，在MISQ、TM、JTR等国际顶级期刊和《管理科学学报》等国内顶级期刊发表录用论文40余篇；主持国家自然科学基金多项（优秀青年项目、重点项目等），教育部新世纪优秀人才支持计划项目、教育部霍英东教育基金青年教师项目各1项。获Elsevier中国高被引学者、黑龙江省自然科学二等奖1项、黑龙江省科技进步二等奖1项、教育部全国百篇优秀博士学位论文提名奖等。