揭示免费的代价:广告赞助模式如何影响系列化数字内容的创作

IF 5 3区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE Information Systems Research Pub Date : 2024-08-05 DOI:10.1287/isre.2023.0263
Kaiyu Zhang, Qili Wang, Liangfei Qiu, Nan Wang
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引用次数: 0

摘要

在连载数字内容领域,平台最近引入了广告赞助模式,以提供免费内容并吸引读者。虽然这种模式消除了经济障碍,可能会使读者受益,但它对内容创作者的影响仍不明确。我们的研究利用一个领先网络小说平台的政策变化作为自然实验,调查了广告赞助模式对内容创作者生产力的影响。我们的研究结果表明,在广告赞助模式下,内容创作者的工作效率明显下降,这表明存在潜在的不利影响。我们的研究结果表明,这种下降主要是由于读者参与度的降低,因为与付费内容相比,读者可能认为免费内容的 "沉没成本 "更低。我们的研究结果为采用或考虑广告赞助模式的系列化数字内容平台提供了有价值的见解,强调了在引入新商业模式时同时考虑创作者和用户动态的重要性。
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Unveiling the Cost of Free: How an Ad-Sponsored Model Affects Serialized Digital Content Creation
Within the field of serialized digital content, platforms have recently introduced the ad-sponsored model to provide free content and attract readers. Although this model potentially benefits readers by removing financial barriers, its impact on content creators remains unclear. Our study investigates the effects of the ad-sponsored model on the content creators’ productivity by leveraging a policy change on a leading web novel platform as a natural experiment. Our findings indicate a significant decline in content creators’ efforts in the ad-sponsored model, suggesting the potential adverse effects. Our results demonstrate that this decline is primarily due to reduced reader engagement, as readers may perceive lower “sunk costs” with free content compared with paid content. Our findings provide valuable insights for serialized digital content platforms adopting or considering the ad-sponsored model, emphasizing the importance of considering both creator and user dynamics when introducing new business models.
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来源期刊
CiteScore
9.10
自引率
8.20%
发文量
120
期刊介绍: ISR (Information Systems Research) is a journal of INFORMS, the Institute for Operations Research and the Management Sciences. Information Systems Research is a leading international journal of theory, research, and intellectual development, focused on information systems in organizations, institutions, the economy, and society.
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