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学术前沿讲座——Quantitative Marketing Research on Traditional and Digital Platforms

发布时间:2020-01-14访问量:541

报告题目

Quantitative Marketing Research on Traditional and Digital Platforms

报告人(单位)

李楠同济大学

主持人(单位)

邵军 教授(金沙网址官方网站)

何玉梅 副教授(金沙网址官方网站)

时间地点

时间:2020117日(周五)上午10:00

地点:金沙网址官方网站四牌楼校区东南院三楼会议室

报告内容摘要

Many platform strategies focus on indirect network effects between sellers through platform expansion. In this paper, we show sellers on the console video game platform generate a positive intertemporal spillover effect and expand the demand for other sellers, holding the set of platform adopters fixed. We propose a novel identification strategy that leverages exogenous variation in the release timing of games exclusively available on a console platform, and examine how this variation affects the sales of games available on both platforms. We find a sizable intertemporal demand spillover effect between games: A 1% increase in total copies sold on a platform leads to a 0.153% increase in the sales of other games in the next month (i.e., an elasticity of 0.153). Additional analysis suggests this demand spillover effect is reminiscent of habit formation on the consumer side, in that past purchases keep end users active on the platform. Our finding provides a potential explanation for recent platform sales events and subscription services that provide free games to consumers every month.

报告人简介:

李楠,广东外语外贸大学英语学士,金沙网址官方网站经济学硕士,美国罗切斯特大学商务管理博士。研究兴趣包括营销模型,实证产业组织。


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