学术视界｜MISQ：影响平台内容生成的平台信号（附下载链接）

数字经济与商业模式 2023-03-28

Platform Signaling for Generating Platform Content

影响平台内容生成的平台信号

作者

Philipp Hukal

Copenhagen Business School

Ola Henfridsson

University of Miami

Maha Shaikh

Kings College London

Geoffrey Parker

Dartmouth College

摘要

平台内容的生成对于平台增长和竞争至关重要。然而，平台互补者的数量众多，使得平台运营商不可能与每个互补者进行广泛的沟通，以了解何种内容贡献是迫切需要的。因此，平台运营商需要找到一种向平台互补者传达战略利益的方式。在本文中，我们采用混合方法设计，使用来自geodata 平台 OpenStreetMap 的数据来开发和测试两种不同类型的平台信号，作为平台运营商实施策略的手段：（1）机会信号，旨在刺激平台新领域的活动；（2）认可信号，旨在增加平台现有领域的活动。具体而言，我们从平台上信息的数量和多样性的角度研究了平台信号如何影响平台内容的生成。通过实证检验平台内容生成的信号，并讨论其对指导平台互补者进行内容生成的意义，我们为平台治理提供了重要的见解。

Research Summary:The generation of platform content is essential for platform growth and competition. However, the overwhelming number of platform complementors makes it impossible for platform operators to engage in extensive communication with each complementor about which content contributions are desired. Therefore, platform operators need to find a way to signal strategic interests to platform complementors. In this paper, we employ a mixed-methods design using data from the geodata platform OpenStreetMap to develop and test two distinct types of platform signals as a means of implementing a platform operator’s strategy: (1) opportunity signals, which aim to stimulate activity in new areas of the platform, and (2) endorsement signals, which aim to increase activity in existing areas of the platform. In particular, we examine how platform signals influencethe generation of platform content in terms of the volume and diversity of information on the platform. We contribute important insights to the platform governance literature by developing and empirically testing a signaling perspective on the generation of platform content and discussing its implications for guiding platform complementors in content creation.

关键词

平台治理，内容生成，互补者，混合方法，开放街区地图

Keywords: Platform governance, content generation, complementors, mixed methods, OpenStreetMap

文章来源：Hukal, P., Henfridsson, O., Shaikh, M., & Parker, G. (2020). PLATFORM SIGNALING FOR GENERATING PLATFORM CONTENT. MIS Quarterly, 44(3).

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