主讲人：刘潇（清华大学）
讲座摘要：Gifts are important instruments for forming bonds in interpersonal relationships. Our study analyzes the phenomenon of gift contagion in online groups. Gift contagion encourages social bonds of prompting further gifts; it may also promote group interaction and solidarity. Using data on 36 million online red packet gifts on a large social site in East Asia, we leverage a natural experimental design to identify the social contagion of gift giving in online groups. Our natural experiment is enabled by the randomization of the gift amount allocation algorithm on the platform, which addresses the common challenge of causal identifications in observational data. Our study provides evidence of gift contagion: on average, receiving one additional dollar causes a recipient to send 18 cents back to the group within the subsequent 24 hours. Decomposing this effect, we find that it is mainly driven by the extensive margin -- more recipients are triggered to send red packets. Moreover, we find that this effect is stronger for “luckiest draw” recipients, suggesting the presence of a group norm regarding the next red packet sender. Finally, we investigate the moderating effects of group- and individual-level social network characteristics on gift contagion as well as the causal impact of receiving gifts on group network structure. Our study has implications for promoting group dynamics and designing marketing strategies for product adoption.
时间：11月12日（星期五），下午14：30
地点：中央财经大学学院南路主教411
主讲人简介：
刘潇，清华大学经济管理学院经济系长聘副教授。她于2006年获得中国人民大学学士学位，2012 年获得密歇根大学博士学位。其主要研究兴趣包括实验经济学, 行为经济学, 信息经济学和市场设计。其研究成果发表在经济学和管理科学顶尖期刊上，如Management Science，Games and Economic Behavior， Journal of Development Economics等。她目前担任管理科学和运筹学国际顶级期刊Management Science Associate Editor。
主办：中国互联网经济研究院
此次讲座获得北京高等学校卓越青年科学家计划资助（BJJWZYJH01201910034034），特此致谢。
