講座人：夏木 博士

美國伊利諾大學香檳分校商學院經管系信息系統方向助理教授

協調人：董樹濤  博士

講座時間：5月6日下午2：00-3：30

講座地點：明商602教室

主辦單位：中國人民大學商學院

 

夏木 博士簡介：

美國伊利諾大學香檳分校商學院經管系信息系統方向助理教授

講座簡介：

對等的共享網絡最近發展很快，在這些網絡中，文件共享是用戶完全自愿的，而且沒有任何經濟上的回報。即使這樣，而且在大量的用戶只是免費下載的環境中，很多用戶還是繼續共享。通過分析一個大規模的對等網絡中用戶行為的數據，我們試圖以兩種解釋私人提供公共商品的理論來理解用戶繼續共享的行為：廣義的交換，也就是當人們從一個公共商品得到的利益越多，他們就會傾向于向它貢獻更多；不純的利他主義，也就是用戶付出是因為他們的貢獻是被認為有價值的。我們發現這兩種解釋用戶繼續共享的理論都被支持。更有趣的是，在那些可以比較的變量中，我們發現用戶得到的利益對共享行為的邊際影響大于他們向網絡提供的價值對共享行為的邊際影響。我們的結論在把共享者按活躍程度分組逐個分析后仍然成立。

Peer-to-peer sharing networks have seen explosive growth. In these networks, sharing files is completely voluntary with no financial reward for the contributing user. Yet many users continue to share despite the massive free riding by others. Using a large scale peer-to-peer individual music sharing data set, we seek to understand users’keep-sharing behavior as private contribution to a public good using two theories: Generalized Exchange Theory, i.e., the more people benefit from the public good, the more they tend to contribute, and the Impure Altruism Theory, i.e., they contribute to the public good because their contribution is valued. We find that both theories are supported in driving users'decision to keep sharing. More interestingly, in variables that can be compared, our results suggest that the marginal impact of the benefit received by the user dominates that of the benefit the user provides to the network on users’keep-sharing decisions most of the time, even when we divide the sharers in groups based on their sharing times.

 

來源：EMBA招生網本頁網址：http://www.watkissart.com/renda/40900.html