学术活动

标题:

日期和时间: 

2025年3月28日 (周五) 

10:30 - 12:00 

地点

综合教学楼D504会议室

主讲人:

杜金钊教授

香港大学

Consumers derive functional utility from the content of news articles. In addition, consumers derive social utility from social interactions centered around news articles. The widespread consumption of news through mobile devices has encouraged media platforms, such as The New York Times and The Financial Times, to permit their subscribers to gift articles to nonsubscribers. This paper explores how publishers should manage gift articles and the social interactions driven by these articles. One might think that consumers' desire for social interaction would help media platforms to charge higher prices. To the contrary, we find that consumers' desire for social interaction intensifies price competition.  Because gift articles enable non-subscribers to gain access to a publisher's content, one may believe that gift articles will reduce consumers' incentive to subscribe, thus hurting publishers' profits. We show that gift articles can have the opposite effect by softening competition between publishers. Interestingly, as consumers' desire for social interaction increases and directly intensifies competition, publishers can mitigate the negative outcome by strategically permitting consumers to gift more content, thereby leading to higher prices and profits. Typically, in a competitive multi-sided market, the prospect of monetizing consumer attention and earning advertising revenue intensifies competition and reduces subscription prices. However, we show that advertising revenue from gift articles does not have this effect, as it comes from competitors' consumers rather than the publisher's own. We further extend the model to examine the strategic implications of a few variations in how consumers interact within their social circles, such as distance-dependent social interaction,  segment-dependent social interaction, and directional social interaction.

主讲人简介:

杜金钊是香港大学市场营销学的助理教授。他在杜克大学福库商学院获得市场营销博士学位，并在清华大学经济管理学院获得经济学学士学位。他的研究集中在基于平台的市场营销。他目前的工作研究媒体平台和匹配平台。他对媒体平台的研究集中在多个参与者之间的战略互动，包括出版商、消费者、广告商、内容供应商和新闻聚合器，以及这些互动对媒体平台决策（如定价、内容提供和与新闻聚合器的合作）的影响。他对匹配平台的研究重点在于信息设计、战略定价和人工智能发展如何改善匹配结果，以及这些因素对公司战略、消费者福利和监管者政策制定的影响。他使用博弈论模型来加深研究者对这一新兴领域中新现象和实践的理解。他的研究成果已发表在《营销科学》、《市场营销研究杂志》和《生产与运营管理》上。