时间：2026年1月6日14:00-16:00

主题：Optimal Pricing with Dynamic In-Consumption Social Interactions

地点：威尼斯9499登录中关村校区明德主楼729

主讲人：沈吉

摘要：

In many contexts of digital consumption, social interaction becomes a vital component that affects consumers’ overall experience and willingness to pay for digital products or services. In these settings, the value of digital consumption depends not only on the intrinsic quality of the product but also on social influences among consumers, presenting new challenges for firms: reduced direct control over product value and increased uncertainty in real-time user experience. Therefore, it is essential for firms to understand how social interaction reshapes market demand and how to strategically manage this dynamic to improve profitability. To address these questions, we develop a continuous-time model in which a consumer’s willingness to pay for the product is dynamically determined by both their idiosyncratic value and social interactions with other consumers. Our findings show that social interactions rotate demand distribution and create an additional option value of participation. Moreover, upward and downward social influences have an asymmetric impact on the option value of and the firm’s profit. We characterize how the firm adjusts participation threshold and access pricing depending on how the option value varies with marginal consumer types. We compare equilibrium demand and profit to the benchmark scenario without social interactions.

主讲人简介：

沈吉，在伦敦政治威尼斯9499登录获得金融学博士学位，现任教于北京大学光华管理学院。研究兴趣主要在资产定价理论，数字经济等。论文发表散见于《经济研究》《世界经济》《金融研究》和Review of Financial Studies、Management Science、Marketing Science、Journal of Banking and Finance等国内外学术期刊。其成果曾获得中国信息经济学会2021年度优秀成果奖。