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  • 劉德:有償廣告瀏覽的經濟分析

    講座題目有償廣告瀏覽的經濟分析(Economic Analysis of Reward Advertising

    主 講 人:Liu De(劉德),University of Minnesota

    講座時間:2018 年 7 月 3 日 9:30–11:30

    講座地點:重慶大學經管學院B區105

    主 持 人:徐鴻雁 教授

    主辦單位:重慶大學經濟與工商管理學院

    內容簡介:

    This paper investigates an emerging monetization mechanism for app developers – reward advertising. With reward ads, consumers have an option to view ads in exchange for a reward such as premium content. We investigate when and how an app developer should adopt reward ads as a mechanism for monetizing content. We identify two determinants – the revenue rate of the ads and the heterogeneity of consumers’ nuisance costs of viewing ads. When the ad revenue rate is low relative to consumers’ nuisance cost, the app developer should rely on content selling and not offer reward ads (i.e., the pure content-selling strategy). Otherwise, it is profitable for the app developer to offer reward ads alone (the pure reward-advertising strategy) or in combination with content selling (the hybrid strategy). When reward ads are offered, the hybrid strategy is more profitable if consumers are highly heterogeneous in nuisance costs; otherwise, the pure reward-advertising strategy is more profitable.

    主講人簡介:

    劉德博士, 明尼蘇達大學卡爾森管理學院信息與決策科學系副教授(終身制)。其研究興趣包括:網上拍賣與競賽的經濟分析 (Economics of Internet Auctions and contests)、數字健康與學習 (Gamification in digital Health and Learning)、社交媒體和社交商務 (Social Media and Social Commerce)、眾籌與互聯網金融 (Crowdfunding and Internet Finance) 等。有多項研究工作發表在《Information Systems Research》、《MIS Quarterly》、《Journal of Marketing》和《Journal of Marketing Research》等信息系統領域或市場營銷領域的國際頂級期刊上。

    【聲明】本文由 思謀活動組 發布,所涉及言論僅代表作者觀點,若有侵權或違規信息,請聯系我們處理。除非另有說明,可自由分享(轉載)本文內容,但必須保持署名、涉及商業用途應獲得原作者授權。
    網址引用: 思謀活動組. 劉德:有償廣告瀏覽的經濟分析. 思謀網. http://www.ahznzs.com/view/2531.
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