社会影响下在线视频内容提供模式的选择研究

管理评论 ›› 2021, Vol. 33 ›› Issue (1): 164-176.

社会影响下在线视频内容提供模式的选择研究

王文怡, 郭强, 石纯来

西南交通大学经济管理学院, 成都 610031

收稿日期:2017-12-12 出版日期:2021-01-28 发布日期:2021-02-03
通讯作者: 郭强(通讯作者),西南交通大学经济管理学院教授,博士生导师,博士
作者简介:王文怡,西南交通大学经济管理学院博士研究生;石纯来,西南交通大学经济管理学院博士研究生。
基金资助:
国家自然科学基金项目（71672153）；四川省社会科学研究规划重大项目（SC17ZD09）；四川省科技计划项目（2015GZ0083-1）；四川省重点实验室服务科学与创新项目（KL1508）。

Provision Model Choices of Online Video Content under Social Influence

Wang Wenyi, Guo Qiang, Shi Chunlai

School of Economics and Management, Southwest Jiaotong University, Chengdu 610031

Received:2017-12-12 Online:2021-01-28 Published:2021-02-03

摘要/Abstract

摘要： 研究社会影响下在线视频平台关于视频内容提供模式的选择问题。分析了社会影响对付费模式、免费模式、混合模式下的视频平台最优选择的影响。研究表明：当社会影响系数较小时，视频平台会选择付费模式；当社会影响系数较大时，视频平台会选择混合模式；当社会影响适中且消费者效用折扣系数较小时，视频平台会选择免费模式。付费模式下的视频定价与社会影响无关；免费模式下的广告量与社会影响无关，但与消费者效用折扣系数正相关；混合模式下视频定价和广告量均与社会影响正相关。此外，不同模式下的消费者剩余大小也与消费者效用折扣系数及社会影响有关。

关键词: 在线视频平台, 内容提供模式, 社会影响, 视频定价

Abstract: We make an analysis about the mode choices of online video content under social influence. The equilibrium solution of the video platform is calculated under three situations, that is pay-per-view model, free-to-watch model and hybrid model. Our analysis shows that:when a video has a less social influence, its platform prefers the pay-per-view model. When a video has a great social influence, its platform prefers the hybrid model. When a video has a moderate social influence and a smaller consumer utility discount coefficient, free-to-watch model will become the optimal strategy of its platform. The price of the video has no connection with social influence in the pay-per-view model, so does the advertising in the free-to-watch model. In the hybrid model, both the price of the video and the advertising are positively related to the social influence. In addition, the consumer surplus under the three situations is also related to the consumer utility discount coefficient and social influence.

Key words: online video platform, content provision model, social influence, video pricing

王文怡, 郭强, 石纯来. 社会影响下在线视频内容提供模式的选择研究[J]. 管理评论, 2021, 33(1): 164-176.

Wang Wenyi, Guo Qiang, Shi Chunlai. Provision Model Choices of Online Video Content under Social Influence[J]. Management Review, 2021, 33(1): 164-176.

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