An Empirical Analysis of User Content Generation and Usage Behavior in the Mobile Internet
An Empirical Analysis of User Content Generation and Usage Behavior in the Mobile Internet
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发表时间：
2010
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通讯作者：
A. Ghose;Sang-Pil Han
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作者：
A. Ghose;Sang-Pil Han
我们量化了用户的移动互联网使用与移动互联网空间的一些独特特征的关系，如基于使用的数据定价、他们的地理流动性程度以及他们的社交网络行为。我们使用一个独特的面板数据集，其中包含包含他们的多媒体内容上传和下载行为的个人级别移动互联网使用数据，以及关于他们的语音和文本通话的详细数据，以及人口统计数据。在控制了社会网络的内生性后，我们使用三阶段最小二乘(3SLS)方法构建并估计了个体水平的联立方程组数据模型。我们发现，在特定用户的内容生成和使用行为之间存在负的时间相关性。虽然用户的地理移动性程度与他们的移动互联网活动正相关，但用户在旅行时更频繁地从事内容下载而不是内容上传。我们发现，在统计上显著的社交网络效应在不同的模型规格中是稳健的。我们比较了不同类型的社交网络--基于语音呼叫的社交网络、基于文本消息的社交网络和基于离线位置的空间网络的影响。基于语音呼叫的社交网络的影响高于基于位置的空间网络的影响。此外，重叠网络(即社会网络和空间网络的组合)的影响大于社会网络或空间网络的影响。我们使用我们的经验估计来衡量负的时间相互依赖和流动性给企业带来的增量价值。讨论了对刺激用户的移动互联网使用、移动广告和社交网络目标的影响。
We quantify how users’ mobile Internet use is related to some unique characteristics of the mobile Internet space like usage-based data pricing, the extent of their geographical mobility and their social network behavior. We use a unique panel dataset consisting of individual-level mobile Internet usage data encompassing their multimedia content uploading and downloading behavior along with detailed data on their voice and text calls, and demographics. We build and estimate an individual-level simultaneous equations panel data model using three-stage least-squares (3SLS) after controlling for the endogeneity of the social network. We find that there exists negative temporal interdependence between the content generation and usage behavior for a given user. While the extent of geographical mobility of users is positively associated with their mobile Internet activities, users more frequently engage in content downloading compared to content uploading when they travel. We find statistically significant social network effects that are robust across model specifications. We compare the impact of different kinds of social networks – voice call based social networks, text message-based social network and offline locationbased spatial network. The impact of the voice call-based social network on is higher than the impact of location-based spatial network. Furthermore, the impact of the overlapping network (that is, combination of the social and spatial networks) is larger than that of either the social network or spatial network. We use our empirical estimates to measure the incremental value to firms from negative temporal interdependence and mobility. Implications for stimulating users’ mobile Internet usage, mobile advertising, and targeting of social networks are discussed.