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

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

　　在線社交游戲提供了獨特的機會來研究人的行為和決策在一個封閉的經(jīng)濟體。在社交游戲的一個基本的經(jīng)濟問題是如何賺錢的球員。我們解決這個問題，從球員的聯(lián)網(wǎng)行為的鏡頭。具體來說，我們感興趣的是如何球員的出場和支付行為是由他們的網(wǎng)絡同伴的影響，在經(jīng)濟中的財富分配和社會網(wǎng)絡的動態(tài)，他們被嵌入，利用從Tencent.com獲得一個全面的社交游戲數(shù)據(jù)集，我們發(fā)現(xiàn)，從球員的好友網(wǎng)絡所發(fā)出的凝聚力作用的背后是玩家付費意愿的主要驅動力。此外，凝聚力作用的不同而不同的社會關系變化的性質。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富分散的DIS-刺激行為的玩家支付。多關系的紐帶，比如那些由的朋友和競爭的關系，產(chǎn)生不同的影響。我們的研究結果表明，兩個朋友遇到一個共同的競爭對手往往會吸收對方的支付行為。這些研究結果都直接影響了游戲公司設計一個智能的游戲，更廣泛地說，虛擬經(jīng)濟，了解在職研究生微觀個體行為。

　　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.