喻园管理论坛2021年第28期(总第685期)

演讲主题: Managing Digital Piracy under Consumer Valuation Uncertainty: The Roles of Product Demonstrations and Antipiracy Measures

主 讲 人: 弋泽龙，深圳大学经济学院副教授

主 持 人: 关   旭，威尼斯欢乐娱人城·首页生产运作与物流管理系教授

活动时间: 2021年5月13日（周四）9:00-10:30

活动地点: 管理大楼207室

主讲人简介：

弋泽龙，深圳大学经济学院副教授、深圳市海外高层次人才“孔雀计划”、深圳市南山区领航人才。博士毕业于香港科技大学商学院，已经在Manufacturing & Service Operations Management、Production and Operations Management、Decision Sciences、OMEGA等期刊发表论文，多次担任Manufacturing & Service Operations Management、Production and Operations Management、Naval Research Logistics、OMEGA等期刊匿名审稿人。

活动简介：

Product demonstrations (e.g., software or video game trials) are commonly used in digital-good markets to resolve prospective consumers' valuation uncertainty. We in vestigate theoretically how a monopolistic digital-good firm may utilize the tool of product demonstration, together with technical and legal antipiracy measures which increase the difficulty or cost of pirating, to optimally manage the impact of piracy on its new product's profitability. We unexpectedly find that, in equilibrium, the firm's profit may strictly decrease with the difficulty of pirating when the true product quality is not too high such that the firm chooses \textit{not} to offer product demonstrations. This is because, with higher piracy cost, the firm has more incentives to offer product demonstrations and, as a result, rational customers' quality belief conditional on non-demonstration is lower, which leads to a lower profit for the firm. We further extend our model to incorporate consumers' fit uncertainty about the product due to idiosyncratic tastes. Related managerial implications on public policy and legislation regarding piracy and copyright are discussed.