Research Seminars

Finance

Speaker: Stijn Van Nieuwerburgh
NYU - Leonard N. Stern School of Business

15 December 2016 - T022 - From 2:00 pm to 3:15 pm


Finance

Speaker: Laurent Bach
Stockholm School of Economics

1 December 2016 - T017 - From 2:00 pm to 3:15 pm


Finance

Speaker: Oliver Spalt
Tilburg University

24 November 2016 - T004 - From 2:00 pm to 3:15 pm


Finance

Speaker: Olivier Darmouni
Columbia Business School

17 November 2016 - T032 - From 2:00 pm to 3:15 pm


Finance

Speaker: Nicola Cetorelli
Federal Reserve Bank of New York

9 November 2016 - S211 - From 2:00 pm to 3:15 pm


Finance

Speaker: Zhi Da
University of Notre Dame - Mendoza College of Business

3 November 2016 - T004 - From 2:00 pm to 3:15 pm


Strategy & Business Policy

Speaker: Andrea Fosfuri
Professor , Bocconi University

13 October 2016 - Salle du Conseil/B.Ramanantsoa - From 1:30 pm to 3:00 pm


Article TBD

Accounting & Management Control

Speaker: Marika Arena (Politecnico di Milano)

7 October 2016 - HEC Paris - From 2:00 am to 4:00 am


Finance

Speaker: Thomas Hellmann
Oxford Saïd Business School

30 September 2016 - T004 - From 2:00 pm to 3:15 pm


"Your Action is Needed" : The effect of Website-Initiated Participation on User Contributions to Content Website

Informations Systems and Operations Management

Speaker: Gal OESTREICHER-SINGER
Coller School of Management , Tel Aviv University

29 September 2016 - Room Bernard Ramanantsoa (Building V) - From 3:00 am to 5:00 am


Abstract
The success of contemporary content websites relies on users' active participation and contribution in the form of both social participation and payments. Recent research on website strategy and sustainability has found a link between users' social participation and users' willingness to pay for content-related services. However, website owners still find it challenging to elicit participation and payment behavior.
While previous research focused only on implicit encouragement to participate, we present website-initiated participation: the use of "Calls to Action" by the website that requires the user to perform participatory actions in order to consume content. We study the relation between website-initiated participation and users' willingness to contribute both effort and monetary funds. This approach is motivated by studies outside the context of online communities that suggest a link between short-term exogenously-initiated engagement and the resultant higher economic evaluation of the experience. We present a series of web experiments in a website called VideoBook that provides high-quality video content. While watching videos, users are presented with various prompts issued at different points in time, and their site behavior before and after exposure to these prompts is recorded.
Our first study shows that users who are given Calls to Action donate more money to the website compared with users who are not exposed to such prompts. We also show that even one prompt is enough to increase users' likelihood of voluntarily engaging with the website and to increase the number of contributions. The prompts do not affect users' enjoyment or willingness to continue using the website. Our second study, motivated by research on incremental engagement, shows that the sequence of participatory activities is also crucial; when the tasks that users are prompted to engage are presented in increasing order of effort level, users tend to donate and participate more than when tasks are not ordered. We extend our results by presenting a heterogeneity analysis that shows connection between the number of videos watched by the user and its susceptibility to website-initiated participation.

(this is joint work with Lior Zalmanson).