學術研討會

柔佛dt亚冠:How Mega Is the Mega? Exploring the Spillover Effects of WeChat Using Graphical Model

時間:2019-09-26

柔佛dt球员 www.sanxqu.com.cn Marketing Seminar (2019-11)

Topic:How Mega Is the Mega? Exploring the Spillover Effects of WeChat Using Graphical Model

Speaker:Yifan Dou, Associate Professor, School of Management, Fudan University

Time: Tuesday, 09 Oct, 13:30-15:00

Location: Room K01, Guanghua Building 2

Abstract:

WeChat, an instant messaging app, is considered a mega app because of its dominance in terms of use among Chinese smartphone users. Little is known, however, about its externality in the broader app market. This work estimates the spillover effects of WeChat on the other top 50 most frequently used apps in China, using users’ weekly app usage data. Given the challenge of determining causal inference from observational data, we apply a graphical model and an econometric method to estimate the spillover effects in two steps: (1) we determine the causal structure by estimating a partially ancestral dia- gram, using a fast causal inference algorithm; and (2) given the causal structure, we find a valid adjustment set and estimate the causal effects by an econometric model with the adjustment set for controlling noncausal effects. Our findings show that the spillover effects of WeChat are limited; in fact, only two other apps, Tencent News and Taobao, receive positive spillover effects from WeChat. In addition, we show that if researchers fail to account for the causal structure that is determined from the graphical model, it is easy to fall into the trap of confounding bias and selection bias when estimating causal effects. The findings generate managerial implications in terms of app usage patterns, strategic management of mega apps on an app platform, and app promotional strategies for app platform managers and app developers. This paper is forthcoming in Information Systems Research.

Introduction:

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竇一凡,復旦大學管理學院信管系副教授。竇一凡畢業于清華經管學院,先后獲得管理學學士及管理學博士學位。竇一凡的主要研究興趣是與信息產品相關的經濟學問題,如信息產品的定價策略、平臺模式的定價和協調問題等。竇一凡博士的研究工作先后發表在《Information Systems Research》《European Journal of Operational Research》等國際一流學術期刊上,并被ICIS/HICSS/PACIS等信息管理領域頂尖國際會議的論文集收錄。竇一凡的研究工作先后獲得獲得國家自然科學基金優青項目和上海市曙光計劃的資助。

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