The Effect of Users Social Interaction Activity on Users App Usage Frequency and Profitability : 사용자의 사회적 교류 활동이 사용자의 앱 사용 빈도와 구매 활동에 미치는 영향

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경영대학 경영학과
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서울대학교 대학원
social interactionsocial gameapp usage frequencyapp profitabilitycontrol function approach
학위논문 (석사)-- 서울대학교 대학원 : 경영대학 경영학과, 2018. 2. 유병준.
Advances in information and mobile technologies enable digital service firms to connect their services to social media. Users of the services are able to interact with one another using social features (e.g., sending messages, inviting friends, etc.). In addition, the firms now provide certain types of rewards per each social interaction (e.g., discounts, bonus points, coupons, etc.) to promote communication among users. Under such conditions, the effect of users social interaction behavior on service usage has not been studied. We examine the effect of users social interaction activity on users app usage frequency and profitability. This paper focuses on social interaction behaviors in a mobile service where users can earn in-app reward per their interaction. Using control function approach on a large dataset of 390,009 users, we find that the marginal effect of the increase by one percent in sending social messages on app usage frequency to be 8% and on purchase amounts to be 19%. In addition, we find that a unit increase in the intensity of sending social messages positively effects only when the intensity is less than 40 and 50 in each model. Under the topic of social network, and interactions in it, our findings can help decision makers to set proper encouragement to promote interactions which is very effective to increase more revenue.
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College of Business Administration/Business School (경영대학/대학원)Dept. of Business Administration (경영학과)Theses (Master's Degree_경영학과)
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