Social Comparisons and Contributions to Online Communities: A Field Experiment on MovieLens

• 成果类型: Article
• 署名作者: Chen, Yan; Harper, F. Maxwell; Konstan, Joseph; Li, Sherry Xin
• 署名单位: University of Michigan System; University of Michigan; University of Minnesota System; University of Minnesota Twin Cities; University of Texas System; University of Texas Dallas
• 刊物名称: AMERICAN ECONOMIC REVIEW
• ISSN/ISSBN: 0002-8282
• DOI: 10.1257/aer.100.4.1358
• 发表日期: 2010
• 页码: 1358-1398
• 关键词: fairness; MODEL; game; preferences; RECIPROCITY; INFORMATION; COMPETITION; IMPACT

摘要

We design a field experiment to explore the use of social comparison to increase contributions to an online community. We find that, after receiving behavioral information about the median user's total number of movie ratings, users below the median demonstrate a 530 percent increase in the number of monthly movie ratings, while those above the median decrease their ratings by 62 percent. When given outcome information about the average user's net benefit score, above-average users mainly engage in activities that help others. Our findings suggest that effective personalized social information can increase the level of public goods provision. (JEL C93, H41, L82)