Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/77667
Title: The impact of introductory incentives on new users : evidence from an online health community
Authors: Zhang, X 
Gu, B
Chen, W
Guo, X
Keywords: Introductory incentives
Online communities
Seniority contingency
User acquisition
User contribution
User retention
Issue Date: 2018
Publisher: Association for Information Systems
Source: Transforming society with digital innovation : 38th International Conference on Information Systems (ICIS 2017) : Seoul, South Korea, 10-13 December 2017 How to cite?
Abstract: Many online communities now employ introductory incentives to attract new users and motivate user contributions, but the benefit of such incentives is still unclear. We draw on a policy change in a large online health community to explore the impact of short-term introductory incentives. We find that even though introductory incentives increase contribution quantity during the policy window, such incentives can significantly decrease it after the policy. The policy also harms the community by lowering contribution quality. However, introductory incentives can increase user retention and thus induce more contribution over the lifecycle of users. Moreover, the effects of such incentives are contingent on users’ offline seniority, which creates opportunities for the platform to target different user groups. This research contributes to the literature on identifying the impact of introductory incentives and intertemporal change of monetary incentives in online communities. The findings also provide novel insights for incentive-driven online communities.
URI: http://hdl.handle.net/10397/77667
Appears in Collections:Conference Paper

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