时间：2019年9月18日（周三）下午14:00-15:30
地点：紫竹国际教育园区（闵行区谈家塘路155号）A1号楼亚欧商学院417会议室
题目：Addictive digital content consumption and strategic self-control
报告人：张铄博士 美国华盛顿大学圣路易斯
报告摘要：
This paper studies how consumers are addicted to digital-content consumption and how they may self-control their consumption. We focus on web-fiction reading, which is a prevalent phenomenon among Asian consumers. We use a unique dataset obtained from a major digital book platform in China where consumers can either pay by monthly subscription or per chapter, and find that one third of consumers consistently choose to pay per chapter even though a monthly subscription would significantly reduce the monetary cost. We propose a dynamic structural model that incorporates addictive consumption and strategic self-control behaviors to rationalize the overpaying behavior. We first demonstrate from an analytical model the existence of a uniqueness equilibrium, and show how under steady states, overpaying for reading may be optimal for consumers. We then estimate an econometric model from the data. Results show a large consumer segment with high price sensitivity consistently overpays by choosing to pay per chapter. Other segments are more likely to choose a monthly subscription and thus are more addicted. We then use counterfactuals to show that eliminating the pay-per-chapter plan would hurt not only consumer welfare, but also the company’s profit. Eliminating the monthly subscription plan, however, would significantly increase the company’s profit while only slightly decreasing consumer welfare. Finally, adding a hybrid pricing plan would not significantly improve the company’s profit or consumer welfare.
报告人简介：
张铄将于2020年夏获得华盛顿大学圣路易斯的经济学博士学位。就读博士期间，张铄先后担任了市场营销研究，营销策略和营销管理课程的助教，其工作论文在纽约大学，加州大学洛杉矶分校，南加州大学，耶鲁大学，密苏里大学和天普大学等大学承办的市场营销学术会议上获得接受并宣讲。张铄本科毕业于上海交通大学经济系并获上海市优秀毕业生和优秀毕业论文。其主要研究兴趣是在日益增长的移动电子市场下分析消费者决策，并据此评估包括定价，重定向促销在内的市场营销策略。他的研究也包括发展各类实证分析方法和数学模型来应对市场营销研究前沿的挑战。