题　目：Wearing Both Hats: Signaling Trust by Performing Dual Roles in Two-sided Platform

嘉　宾：Sunghan RYU, Associate professor, USC-SJTU Institute of Cultural and Creative Industry (ICCI)

主持人：魏煊  助理教授  BAT365唯一官网

时　间：2023年12月04日（周一）10:00-11:30

地　点：BAT365唯一官网 徐汇校区安泰楼B201室

内容简介:

Information asymmetry between sellers and buyers poses significant challenges in two-sided platforms, often leading to market inefficiencies and failures. Addressing this asymmetry is crucial for the efficacy of platforms. This research focuses on the unique dual role of users in two-sided platforms—as both sellers and buyers—and proposes a novel mechanism to mitigate information asymmetry. Using reward-based crowdfunding platforms as the primary context and drawing from theories in two-sided platforms, this research proposes that a seller's history as a buyer may serve as an information cue, influencing potential buyers' decisions. Through a multimethod approach, the authors demonstrate that a seller's experience as a buyer signals trust by showcasing both their commitment to the community and expertise. The authors further show that this trust, in turn, enhances the potential buyers' feelings of social connectedness to the community. Collectively, this research underscores the significance of the dual roles of users in two-sided platforms and articulates how the information cues inherent in such roles could mitigate information asymmetry in an effortless manner, providing actionable insights for platforms and businesses.

演讲人简介：

Sunghan RYU is an associate professor at USC-SJTU Institute of Cultural and Creative Industry (ICCI) in Shanghai Jiao Tong University (SJTU). He is also the founding director of the Center for Digital Creative Enterprise Research and serves as the series editor for the Digital Entertainment series of SAGE Business Cases. He held visiting professor positions at the University of Southern California, US, Warwick University, UK, and Peking University, China. Before joining SJTU, he was a postdoctoral fellow at the School of Creative Media and Department of Information Systems, College of Business at the City University of Hong Kong.

His research and teaching interests include digital innovations in media and entertainment domains and effective digital technology applications in the creative entrepreneurial context. He is the author of the book “Beauty of Crowdfunding: Blooming Creativity and Innovation in the Digital Era” (Routledge, 2019). His research works appeared in top academic journals, including MIS Quarterly, Journal of Marketing, New Media & Society, Journal of Strategic Information Systems, International Journal of Electronic Commerce, Internet Research, Electronic Markets, Government Information Quarterly and Harvard Business Review, and were presented at prestigious conferences such as ICIS, HICSS, Annual ICA Conference, and AOM Annual Meeting. He is the recipient of the 47th HICSS Best Paper Award, NSFC Research Fund for Excellent Young Scientists (RFIS-II), SJTU Candlelight Award (2nd Prize), SJTU Kaiyuan Top Faculty Award (Runner-up), SAGE Business Cases Editors’ Choice Award 2022, and other multiple grants/awards for both research and teaching.

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