报 告 人：车海 副教授
工作单位：加州大学河滨分校（University of California Riverside）
车海，男，博士，加州大学河滨分校(University of California, Riverside)市场营销学副教授。在加入加州大学河滨分校之前，车教授是布卢明顿印第安纳大学凯利商学院的终身副教授，曾任教于加州大学伯克利分校和南加州大学。车教授教授的课程包括本科、全日制和非全日制MBA课程以及博士课程，主要研究领域包括数字营销、数据驱动营销、经验模型和行为经济学，曾在Journal of Marketing Research、Marketing Science、Quantitative Marketing and Economics、Marketing Letters等顶级学术期刊发表研究论文十余篇。车教授于2009年获评Marketing Science Institute’s Young Scholar，并多次获得科研和教学奖项。
This paper studies how players pursue leadership in a multiplayer game community, and how such behavior influences their spending decisions. We build a structural model to describe how, motivated by the aspiration to become a leader, players choose a “guild” in the game and spend on game items. It allows players to have different leadership abilities, and the abilities to have a direct impact on the player decisions. Results show that, first, the motivation of leadership pursuit exists in players’ guild choice. Second, players spend on game items not only for consumption reason but also because of an investment incentive, which is to help increase the success of their leadership pursuit. Both results are the strongest among players who form new guilds themselves. We use counterfactuals to explore how the company can make use of such incentive to further increase its profit, and find that the company should either charge all leader players a price, or reward successful new guilds only.