博士生导师
硕士生导师
个人信息Personal Information
教师英文名称：GENG Wei
学历：博士研究生毕业
学位：工学博士学位
办公地点：西南交通大学信息楼0448
毕业院校：清华大学
学科：企业管理. 管理科学与工程
所在单位：经济管理学院
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Enroll now, pay later: Optimal pricing and nudge efforts for massive-online-open-courses providers
DOI码：10.1007/s12525-021-00470-7
发表刊物：Electronic Markets
摘要：Massive online open courses (MOOCs) are emerging as a disruptive innovation in the e-learning industry. Despite its rapid growth, MOOCs are challenged on its financial sustainability. In this paper, we focus on freemium, the predominant business model of MOOCs, and observe the emerging practice of nudging the learners toward completion. In the analytical model, the MOOC provider maximizes its profit by setting the price of the verified track and the effect of nudging the learners, and the learner decides to either enroll in the audit track or purchase to upgrade to the verified track based on the standalone utility from learning, the utility from peers and the prospective cost relating to dropout. We solve the joint optimization problem for the MOOC provider and perform sensitivity analysis. This paper contributes to theories of exploring the business side of MOOCs and implementing the freemium model in the context of MOOCs.
论文类型：SSCI
学科门类：管理学
文献类型：J
卷号：32
页面范围：1003–1018
是否译文：否
发表时间：2022-06-01
收录刊物：SSCI