我校3522vip浦京集团池毛毛老师在T1级别期刊——《Internet Research》上发表题为“Reward or punish: investigating output controls and content generation in the multi-sided platform context”。论文第一作者池毛毛为3522vip浦京集团特任教授，博士生导师。

Abstract / 摘要：

PurposeE-commerce content platforms are a typical type of multi-sided platform that combines transactions with social media platforms. To solve the managerial dilemma of balancing the tension between control and autonomy of influencers' output performance, this study aims to investigate how exercising output controls through performance rewards and performance punishments impact the quantity and quality of influencers' content generation.Design/methodology/approachChoosing JD WeChat Shopping Circle as the research context and leveraging the introduction of a double commission subsidy policy and a removal policy as quasi-natural experiments, this study applied the difference-in-differences (DID) method to empirically test hypotheses.FindingsPerformance rewards incentivize influencers to generate high-quality content, but such incentivizing effects attenuate over time. Performance punishment drives influencers to generate expected pieces of high-quality content, and such safeguarding effects accentuate over time.Originality/valueThis study proposes output controls as an important form of governance mechanism in multi-sided platforms and substantiates how rewards and punishments as two facets of incentives affect complementors' behaviors. In addition, by distinguishing performance-contingent rewards from completion-contingent rewards, this study helps resolve the mixed findings on the effects of monetary rewards in the user-generated content (UGC) literature.

论文信息;

Title/题目:

Reward or punish: investigating output controls and content generation in the multi-sided platform context

Authors/作者:

Feiyan Lin;Hengqi Tian;Jing Zhao;Maomao Chi

Keywords /关键词

Output controls Platform governance User content generation Influencers Monetary rewards Punishments

DOI: 10.1108/INTR-05-2021-0292

全文链接：https://www.emerald.com/insight/content/doi/10.1108/INTR-05-2021-0292/full/html#sec002