讲座题目： Implications of quality discrimination in multiplayer games: The role of social comparison effect
主讲嘉宾：范晓青
时间：2025年11月19日（星期三）下午14:00—16:00
腾讯会议：https://meeting.tencent.com/dm/SYSNctG2SPjz
会议号：957-112-308
地点：商学院304会议室
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江南大学商学院
2025年11月14日
主讲嘉宾简介
范晓青，副教授，东北财经大学工商管理学院物流管理系，天津大学管理学博士。研究方向：运营管理及市场营销的交叉领域，专注于通过建立和分析模型，探讨企业乃至整个供应链系统在不同运营阶段面临的问题并设计相应解决方案。研究重点包括：（1）不完全信息下的供应链管理；（2）企业社会责任；（3）新兴市场中的商业模式。研究成果已发表在《European Journal of Operational Research》、《Omega》、《International Journal of Production Research》等国际高水平期刊。
讲座主要内容
In contemporary online multiplayer environments, disparities in social capital between new and repeat participants give rise to pronounced social-comparison dynamics. New players, who lack both experiential knowledge and accumulated in-game resources, often experience psychological inferiority when interacting with more seasoned participants. This effect diminishes the incentive for potential newcomers to engage with the game, thereby threatening the long-term sustainability and growth of the community. To mitigate it, an increasing number of game providers have adopted behavior-based quality discrimination (BBQD) strategies, through which they grant enhanced in-game benefits to new players in order to bolster their engagement. In this paper, we develop a two-period, game-theoretic framework in which two horizontally differentiated game providers set constant prices for their respective multiplayer games. We examine the strategic interplay between social-comparison effects and the adoption of BBQD strategies. Contrary to the conventional wisdom in behavior-based discrimination (BBD) literature (including behavior-based quality discrimination and price discrimination) where BBD typically reduces firm profitability in duopoly markets, our analysis shows that the incorporation of social-comparison effects allows providers to increase both pricing power and profitability under BBQD. Furthermore, we find that providers can benefit from implementing BBQD when the upward comparison is strong while may fall into into prisoner's dilemma when upward comparison is weak. Finally, we figure out the impact of BBQD strategies on consumer surplus and social welfare, identifying the conditions under which BBQD yields win–win outcomes for both providers and players.
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