How Mega Is the Mega? Exploring the Spillover Effects of WeChat Using Graphical Model
作者: Jinyang ZhengZhengling QiYifan DouYong Tan
作者单位: 1Krannert School of Management
2Purdue University
3West Lafayette
4Indiana 47906
5;School of Business
6George Washington University
7Washington
8District of Columbia 20052
9;School of Management
10Fudan University
11200433 Shanghai
12China
13;Michael G. Foster School of Business
14University of Washington
15Seattle
16Washington 98195
刊名: Information Systems Research, 2019
来源数据库: Institute for Operations Research and the Management Sciences
DOI: 10.1287/isre.2019.0865
关键词: Causal inferenceGraphical modelApp analyticsWeChatSpillover effectsMachine learningEconometrics
原始语种摘要: WeChat, an instant messaging app, is considered a mega app because of its dominance in terms of use among Chinese smartphone users. Little is known, however, about its externality in the broader app market. This work estimates the spillover effects of WeChat on the other top 50 most frequently used apps in China, using users’ weekly app usage data. Given the challenge of determining causal inference from observational data, we apply a graphical model and an econometric method to estimate the spillover effects in two steps: (1) we determine the causal structure by estimating a partially ancestral diagram, using a fast causal inference algorithm; and (2) given the causal structure, we find a valid adjustment set and estimate the causal effects by an econometric model with the adjustment set...
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关键词翻译
关键词翻译
  • causal 因果
  • spillover 溢出
  • estimate 估计
  • usage 使用率
  • adjustment 
  • analytics 分析学
  • promotional 促进
  • estimating 价值估计
  • inference 推理
  • managerial 经理的