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Social Influence and Monetization of Freemium Social Games
Journal of Management Information Systems ( IF 7.7 ) Pub Date : 2019-07-03 , DOI: 10.1080/07421222.2019.1628878
Bin Fang , Zhiqiang (Eric) Zheng , Qiang Ye , Paulo B. Goes

Abstract One fundamental economic challenge in social gaming is how to monetize players. We address this problem from the lens of social influence. Specifically, we examine how players’ paying behaviors in a social game are associated with their pure friends and Simmelian-tie friends. Analyzing a comprehensive social game dataset provided by Tencent.com, we find that the cohesion effect emanating from players’ direct connections in the social gaming network exhibits positive impacts on players’ willingness to pay. Surprisingly, the cohesion effect of pure friends is found to be significantly stronger than that of Simmelian-tie friends, contrary to the common findings in the literature. These new findings have direct implications for companies tasked with designing social games or gamification systems and, more broadly, to help better understand the mechanism behind the microscopic economic behavior of individuals in a virtual economy.

中文翻译:

免费增值社交游戏的社会影响力和货币化

摘要 社交游戏中的一项基本经济挑战是如何通过玩家获利。我们从社会影响的角度来解决这个问题。具体来说,我们研究了玩家在社交游戏中的付费行为如何与他们的纯朋友和 Simmelian-tie 朋友相关联。分析腾讯提供的综合社交游戏数据集,我们发现社交游戏网络中玩家直接联系所产生的凝聚效应对玩家的支付意愿具有积极影响。令人惊讶的是,与文献中的普遍发现相反,纯朋友的内聚效应显着强于 Simmelian-tie 朋友的内聚效应。这些新发现对负责设计社交游戏或游戏化系统的公司有直接影响,更广泛地说,
更新日期:2019-07-03
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