时间：2024年5月22日10:00

地点：经管楼312室

主讲人：张紫琼 教授，哈尔滨工业大学经济与管理学院

题目：Smart Users: Effort Management in Earning Rewards

摘要：Online travel agencies usually offer rewards and incentives to encourage high-quality reviews. Will these incentives compel tourists to strive to earn certain rewards and affect review quality? We collect data from Ctrip wherein tourists can earn 80 points by posting a review with >=50 characters, which requires more keystrokes. Our research context features a quasi-experimental setting and a regression-discontinuity design to infer the causal effects of incentives on reviewing behavior. Regarding effort management, the results reveal that tourists manage their effort to earn rewards more quickly at the review-length cutoff. With respect to review quality, results show that incentives lead to a 30% reduction in review usefulness at the cutoff. Additionally, effort management is severer among experienced tourists.

个人简介：张紫琼，哈尔滨工业大学经济与管理学院教授、博士生导师。在MISQ、TM、JTR等期刊发表录用论文70余篇；主持国家自然科学基金5项(国家级人才项目、重点项目等)以及教育部新世纪优秀人才支持计划项目、教育部霍英东教育基金青年教师项目各1项。获教育部CJ学者奖励计划(青年学者)、Elsevier中国高被引学者、黑龙江省自然科学二等奖1项、黑龙江省科技进步二等奖1项、教育部全国百篇优秀博士学位论文提名奖等。兼任国务院学位委员会第八届管理科学与工程学科评议组成员、国内多个学术组织常务委员/常务理事/委员/理事，SSCI期刊JECR副编辑。