报告人：张知乐  博士

　　时间：2022年6月30日（周四）  13:30-14:30

　　腾讯会议：999-4650-8746

　　摘 要：Content created from consumer activities like commenting and reviewing, on a platform often amplifies the intrinsic and commercial value of the content created by content producers. The chain improvement generates positive external effects the platform could potentially manage and utilize. This study answers how content-based platforms leverage such effects to optimize traffic management. We analyse a content-driven social commerce framework with platform-producer-consumer interactions considered and have four findings. First, we provide an optimal priority rule of traffic distribution: from high valuation to low and without leaving any traffic idle. Second, in the presence of such amplification effects, the platform will price traffic higher, but distribute traffic more conservatively. Third, the conservative sequential distribution leads to efficiency loss in converting content value to traffic price. However, greater amplification effects reduce the inefficiency loss. Fourth, intertemporal traffic pricing scheme is closely related to the platform’s social commerce type (i.e., consumer-dominated vs. producer-dominated), where the type of social commerce is related to the strength of network effects.

　　关键词：Online Traffic; Social Commerce; Co-Creation; Network Externality; Revenue Model; User Engagement; Platform Economy

　　报告人简介：张知乐，首都经济贸易大学经济学院讲师，经济学博士，主要研究领域为宏观金融，平台经济。