报告题目：Perceived Fairness and User Engagement: A Quasi-Natural Experiment on Impacts of Rule Breach and Recovery Measures in Online Gaming
报告地点：腾讯会议 (会议ID: 350 272 862)
杨雪老师现为南京大学商学院营销与电子商务系教授，于新加坡国立大学获得信息系统专业博士学位。主要研究方向包括大数据环境下的移动商务与社会化商务、自发虚拟团队、企业与个人信息系统应用、网络营销与消费者行为等。研究成果发表在Journal of the Association for Information Systems、Information & Management、International Journal of Information Management等三十多个国内外一流期刊及国际会议，负责国家自然科学基金（青年基金与面上基金）等项目，参与国家自然科学基金创新群体研究项目、国家社会科学基金重大项目，获江苏社科优青、江苏省高校“青蓝工程”优秀青年骨干教师培养对象等奖励。自2004年起担任国际信息系统协会及中国信息系统协会会员。目前担任SSCI期刊Information & Management、Electronic Commerce Research、Journal of Global Information Management、Asia Pacific Journal of Information Systems副主编（Associate Editor）与《南大商学评论》执行编辑。担任深交所上市公司独立董事。
Online gaming platforms are inevitably subject to system vulnerabilities such as bugs and loopholes. Some players may take advantages of these bugs to gain illegitimate benets, being viewed as rule breakers to platforms. Online platforms face a dilemma between disciplining rule breakers with the risk of being perceived unfair to the rule breakers, because rule breaches are after all caused by the game software's technical glitches and belong to a “gray area”, and not disciplining rule breakers with the risk of being perceived unfair to the observers. Different countermeasures may result in significantly different economic impacts. In this study, we use the unique field data of an online gaming platform to examine the effects of players' rule-breach behavior due to system bug incidents and the platform's different punishment decisions on players' subsequent participation. By employing various empirical models, we find that the occurrence of bugs has negative impacts on the observing players' in-game online duration and consumption. Surprisingly, although the platform is responsible for the bugs, not punishing rule breakers leads to even larger reductions in observing players' platform participation than punishing. We thus highlight that the primary driver of the participation reduction is the platform's inappropriate countermeasure, rather than the bugs, and call for online platforms' attention to designing effective rules and recovery measures under the situation of a rule breach. Our findings enrich the literature and theories concerning the relationships between the online platform system's loophole exploitation, its associated recovery measures, and sustained user participation.
撰稿： 宋晓龙 审核：刘子龙 单位：管理科学与工程学院