时间：3月10日（周四）上午9:00-10:30

腾讯会议号：116 155 486

报告人：佛罗里达大学Hsing Kenneth Cheng教授

报告人简介：

Hsing Kenneth Cheng教授是佛罗里达大学John B. Higdon杰出学者、Warrington商学院信息系统和运营管理系系主任。他于1992年获得罗彻斯特大学计算机与信息系统博士学位。郑教授的主要研究方向为互联网技术对软件开发和市场营销的影响分析、信息系统政策问题（特别是关于网络中立性的全国辩论）。基于在前三名信息系统期刊上发表的论文，郑教授在全球信息系统100名研究人员中排名第20位(2009-2011年)和第16位(2010-2012年)。郑教授目前任Decision Sciences副主编，Journal of the Association for Information Systems、Information Systems and electronic Management高级编辑。2011-2014年担任Information Systems Research副主编，曾任职于许多信息系统会议和研讨会的项目委员会，并担任Workshop on E-Business (2003年，2012年)和Taiwan Summer Workshop on Information Management项目联合主席。

报告内容简介：

The rapid advancement and adoption of blockchain technology has heralded an explosive growth of Initial Coin Offerings (ICOs) as a new and popular fundraising approach for blockchain start-ups. To advertise their project before the ICO and to motivate blockchain individuals to invest in the subsequent ICO, a growing number of blockchain-based project founders employ an airdrop campaign through which they distribute a specific amount of free official tokens or promotion tokens to potential investors on blockchain with or without their permissions. Of paramount concerns to the blockchain companies contemplating whether to launch an airdrop campaign are whether the airdrop campaign has a positive effect on the potential investors’ investment behaviors in their ICOs, and how the efficacy of the airdrop may vary with their individual characteristics. To address these critical questions, we implement a regression discontinuity design by leveraging the quasi-randomization of a blockchain project’s promotional airdrop campaign on the Ethereum platform. We find that the promotional airdrop leads to a 2.3 times increase of the potential investors’ ICO investment probability. We further find that the airdrop is more effective in increasing the investment probability for individuals whose personality traits are dissimilar to the block-chain project than those similar to the project. Our study contributes to the literature of ICOs, personality similarity, and direct-to-consumer marketing, and provides important and useful managerial implications to blockchain companies on whether and how to launch an airdrop campaign.

（承办：管理工程系、科研与学术交流中心）