| 李喜彤&张佳音
巴黎高等商学院助理教授&清华经管学院助理教授
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巴黎高等商学院助理教授李喜彤 & 清华经管学院助理教授张佳音: 货币刺激和社会比较对MOOC参与的影响
【主讲】巴黎高等商学院助理教授李喜彤 & 清华经管学院助理教授张佳音
【时间】2016年5月26日14:00-16:00
Xitong Li, Assistant Professor， HEC Paris; Jiaying Zhang, Assistant Professor，SEM, Tsinghua University：The Effects of Monetary Incentive and Social Comparison on MOOC Participation
【Speaker】Xitong Li, Assistant Professor， HEC Paris; Jiaying Zhang, Assistant Professor，SEM, Tsinghua University
【Title】The Effects of Monetary Incentive and Social Comparison on MOOC Participation
【Time】2016.05.26, 14:00-16:00
【Venue】Room 453, Weilun Building, Tsinghua SEM
【Organizer】Department of Management Science and Engineering
【Abstract】How to boost participative behavior of members is a critical problem for many open online platforms: although the number of registers can be huge, their actual participation is often limited. In this study, we examine two widely used strategies for motivating registers’ participation: monetary incentive and social comparison. Using a randomized field experiment conducted on a leading massive open online course (MOOC) platform, we find that monetary incentive boosts registers’ average participation score but social comparison decreases the score. When the two are implemented together, their interaction effect is contingent on the nature of social comparison. The interaction effect is positive when social comparison is private, whereas negative when social comparison is public. The findings suggest that the combination of private social comparison and monetary incentive is the most effective in motivating students’ participation in MOOCs, but social comparison itself is least effective. The possible mechanisms responsible for the findings are discussed.
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