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Essays on Social Network, Consumptio...

Liu, Peng.

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Essays on Social Network, Consumption and Leadership in Video-Game Community.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Essays on Social Network, Consumption and Leadership in Video-Game Community./
作者:	Liu, Peng.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2019,
面頁冊數:	172 p.
附註:	Source: Dissertations Abstracts International, Volume: 80-11, Section: A.
Contained By:	Dissertations Abstracts International80-11A.
標題:	Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13878060
ISBN:	9781392168660

Essays on Social Network, Consumption and Leadership in Video-Game Community.
Liu, Peng.

Essays on Social Network, Consumption and Leadership in Video-Game Community. - Ann Arbor : ProQuest Dissertations & Theses, 2019 - 172 p.

Source: Dissertations Abstracts International, Volume: 80-11, Section: A.

Thesis (Ph.D.)--Indiana University, 2019.

This item must not be added to any third party search indexes.

Massively Multiplayer Online Role Playing Games (MMO-RPG), such as World of Warcraft, usually have millions of regular subscribers, which creates a vibrant social network in the virtual world. However, the mechanism of players' purchase behavior is not widely studied in the literature.In the first essay we propose a dynamic structural model to study how dynamic tradeoff between spending time and spending money impact player's purchase decisions. We are trying to answer the following research questions: 1. Do consumers exhibit behavior of trading off time and money in their consumption? 2. Are consumers forward-looking and do they trade off money and time in their consumption inter-temporally? 3. How does consumer's time and money tradeoff behavior affect consumer welfare and firm profits?In the second essay, we propose a model to study the effects of social factors on consumer's purchase decision in a large online video-game community. We empirically analyze video-game player's purchase of hedonic and utilitarian items. We develop measures of influentialness, friendship tie strength, and observed similarity, while accounting for potential endogeneity of the social influence and price variables. We study whether the effect of observational learning is strengthened or weakened by the above player and friendship characteristics.In the third essay, we study how players pursue leadership in a multiplayer game community, and how such behavior influences their spending decisions. We build a structural model to describe how, motivated by the aspiration to become a leader, players choose "guilds" and make spending decisions in a game. We use counterfactuals to explore how a video game company can make use of such incentive to increase its profit.

ISBN: 9781392168660Subjects--Topical Terms:

536353
Marketing.

Essays on Social Network, Consumption and Leadership in Video-Game Community.
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