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【明理讲堂2020年第32期】11-18复旦大学管理学院窦一凡副教授:How Mega is the Mega? Measuring the Spillover Effects of WeChat Using Graphic Model

  报告人:复旦大学管理学院 窦一凡 副教授


  会议号:腾讯会议707 761 558


  WeChat, an instant messaging app, is considered a mega app due to its dominance in terms of use among Chinese smartphone users. Little is known, however, about its externality in the broader app market. This work estimates the spillover effects of WeChat on the other Top-50 most frequently used apps in China, using users’ weekly app usage data. Given the challenge of determining causal inference from observational data, we apply a graphical model and an econometric method to estimate the spillover effects in two steps: (1) we determine the causal structure by estimating a partially ancestral diagram, using a Fast Causal Inference (FCI) algorithm; and (2) given the causal structure, we find a valid adjustment set and estimate the causal effects by an econometric model with the adjustment set for controlling non-causal effects. Our findings show that the spillover effects of WeChat are limited; in fact, only two other apps, Tencent News and Taobao, receive positive spillover effects from WeChat. The findings generate managerial implications in terms of app usage patterns, strategic management of mega apps on an app platform, and app promotional strategies for app platform managers and app developers.



  窦一凡本科和博士生均毕业于清华大学经管学院,现任复旦大学管理学院信息管理与信息系统系副教授、博士生导师,国家自然科学基金优秀青年科学基金获得者。他的主要研究兴趣是电子商务、平台模式和数字虚拟产品的经济学问题。他的研究工作先后发表在《Information Systems Research》、《International Journal of Information Management》、《管理科学学报》等多本国内外一流学术期刊,并被国内外媒体广泛报道。