哈爾濱工業(yè)大學(xué)方斌作了一場(chǎng)題為“Play and Pay: Social Influence and Monetization in Mobile Social Games(移動(dòng)社交游戲的社會(huì)影響和貨幣化-播放和付費(fèi))”的講座。

　　哈爾濱工業(yè)大學(xué)有工商管理、管理科學(xué)與工程、軟件工程、生物醫(yī)學(xué)工程、環(huán)境科學(xué)與工程、航空宇航科學(xué)與技術(shù)、化學(xué)工程與技術(shù)、土木工程、建筑學(xué)、計(jì)算機(jī)在職研究生、控制科學(xué)與工程、信息與通信工程、電子科學(xué)與技術(shù)、電氣工程、動(dòng)力工程及工程熱物理、材料科學(xué)與工程、儀器科學(xué)與技術(shù)、光學(xué)工程、機(jī)械工程、力學(xué)、物理學(xué)、數(shù)學(xué)博士后流動(dòng)站。

　　在線社交游戲提供了獨(dú)特的機(jī)會(huì)來(lái)研究人的行為和決策在一個(gè)封閉的經(jīng)濟(jì)體。在社交游戲的一個(gè)基本的經(jīng)濟(jì)問(wèn)題是如何賺錢的球員。我們解決這個(gè)問(wèn)題，從球員的聯(lián)網(wǎng)行為的鏡頭。具體來(lái)說(shuō)，我們感興趣的是如何球員的出場(chǎng)和支付行為是由他們的網(wǎng)絡(luò)同伴的影響，在經(jīng)濟(jì)中的財(cái)富分配和社會(huì)網(wǎng)絡(luò)的動(dòng)態(tài)，他們被嵌入，利用從Tencent.com獲得一個(gè)全面的社交游戲數(shù)據(jù)集，我們發(fā)現(xiàn)，從球員的好友網(wǎng)絡(luò)所發(fā)出的凝聚力作用的背后是玩家付費(fèi)意愿的主要驅(qū)動(dòng)力。此外，凝聚力作用的不同而不同的社會(huì)關(guān)系變化的性質(zhì)。新朋友凝聚力是比老朋友更有影響力。朋友間的高層次的財(cái)富分散的DIS-刺激行為的玩家支付。多關(guān)系的紐帶，比如那些由的朋友和競(jìng)爭(zhēng)的關(guān)系，產(chǎn)生不同的影響。我們的研究結(jié)果表明，兩個(gè)朋友遇到一個(gè)共同的競(jìng)爭(zhēng)對(duì)手往往會(huì)吸收對(duì)方的支付行為。這些研究結(jié)果都直接影響了游戲公司設(shè)計(jì)一個(gè)智能的游戲，更廣泛地說(shuō)，虛擬經(jīng)濟(jì)，了解在職研究生微觀個(gè)體行為。

　　原文：Online social games provide unique opportunities to study individuals’ behaviors and decision making in a closed economy. A fundamental economic problem in social gaming is how to monetize players. We address this problem from the lens of players’ networking behaviors. Specifically, we are interested in how players’ playing and paying behaviors are influenced by their networked peers, the wealth distribution in the economy and the dynamics of the social network they are embedded in. Using a comprehensive social game dataset obtained from Tencent.com, we find that the cohesion effect emanated from players’ friend network is a key driver behind players willingness to pay. Moreover, the cohesion effect differs as the nature of social ties changes. Cohesion of new friends is more influential than that of old friends. High level of wealth dispersion among friends dis-incentivizes players to pay. Multi-relational ties, such as those consisted of the friend and rivalry relationship, exert different impact. Our results show that two friends encountering a common rival tend to assimilate each other’s paying behavior. These findings have direct implications for the gaming company to design a smart game and more broadly, for a virtual economy to understand the microscopic individual behavior.