【主题】To Keep Sharing Or Not To Keep Sharing? – An Empirical Analysis On User Decision In Peer-to-peer Sharing Networks
【时间】2009-5-1210:30-12:00
【地点】Room 453, Weilun Building, 经管学院
【语言】中文/英文
【内容摘要】
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.
继续共享还是不继续共享？--对P2P文件共享网络中用户共享决定的实证研究
P2P共享网络最近发展很快。在这些网络中，文件共享是用户完全自愿的而且没有任何经济上的回报。即使这样，而且在大量的用户只是免费下载的环境中，很多用户还是继续共享。通过分析一个大规模的P2P网络中用户行为的数据，我们试图以两种解释私人提供公共商品的理论来理解用户继续共享的行为：广义的交换，也就是当人们从一个公共商品得到的利益越多，他们就会倾向于向它贡献更多；不纯的利他主义，也就是用户付出是因为他们的贡献是被认为有价值的。我们发现这两种解释用户继续共享的理论都被支持。更有趣的是，在那些可以比较的变量中，我们发现用户得到的利益对共享行为的边际影响大于他们向网络提供的价值对共享行为的边际影响。我们的结论在把共享者按活跃程度分组逐个分析后仍然成立。
【主讲人简介】
Mu Xia is an assistant professor of Information Systems in the Department of Business Administration in the College of Business at the University of Illinois at Urbana-Champaign. He received his Ph.D. in Management Science and Information Systems (now the Department of IROM) in 2001 from the University of Texas at Austin's Graduate School of Business (now McCombs School of Business), in addition to a Bachlor's degree in Automatic Control from Tsinghua University, China.
His research interests are the economics of online communities, the economics of open source and collaborative e-business standards development and adoption; business-to-business e-commerce and combinatorial auctions. His papers have been published or accepted for publication in journals such as Journal of Management Information Systems, European Journal of Operational Research, Decision Support Systems, Electronic Markets, International Journal of Electronic Commerce, Communications of the ACM, Information Technology and International Development, and the Transportation Research Record.
Prof. Xia is on the editorial board of Information Systems and e-Business Management. He is the cluster co-chair of e-Business in INFORMS Annual Meetings in 2004 and 2006. He also co-chairs the e-Business Special Interest Group (SIG e-Biz) of the Association for Information Systems (AIS). He is on the program committee of the Workshop on e-Business (WeB).
Prof. Xia teaches undergraduate and graduate IS courses. He is also the faculty coordinator for the MIS undergraduate program.
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