市场营销系学术讲座系列2021年第7讲

主 题：Quantity vs. Quality: Non-cooperative Production in Online Knowledge Sharing Platform

主讲人: 沈俏蔚（北京大学）

时 间：2021-05-13 10:00

地 点：明商1008会议室

语 言：中英文

讲座摘要：

The success of online knowledge-sharing platforms critically depends on the quality and quantity of knowledge content contributed by the crowd. This paper examines the impact of the early-stage knowledge production outcomes on future knowledge production behavior. We construct measures of knowledge quantity and quality using rich data from an online question-and-answer platform. We find that the length of answer (knowledge quantity) produced at the early stage has a negative effect on the quantity of future knowledge production but a positive effect on the quality of future knowledge content. We find a positive relationship between the early-stage knowledge's perceived quality and the quantity of future knowledge production. We further investigate the moderating role of knowledge producer’s identity and discuss and managerial implications.

主讲人简介：

沈俏蔚，现为光华管理学院市场营销系教授、博士生导师。于2008年获得美国加州大学伯克利分校（UC Berkeley) 市场营销专业博士学位，此前获得北京大学经济学学士、硕士学位。2008年至2015年任教于美国宾夕法尼亚大学沃顿商学院。研究领域包括企业与消费者决策的量化模型，社交与新媒体以及营销策略等。多篇论文发表于Marketing Science 和 Management Science等管理学领域国际顶级学术期刊。目前为Marketing Science 和 Journal of Marketing 的编委会成员，并担任《营销科学学报》专业主编。2017年国家自然科学基金优秀青年科学基金获得者。