《信息经济学（双语）》课程教学大纲

什《信息经济学（双语）》课程教学大纲

英文：^InformationEconomics）

一、课程基本信息

课程代码：16029003

课程名称：信息经济学

英文名称：InformationEconomics

课程类别：专'也课

学时：48

学分：3

适用对象:电子商务专业/信息管理与信息系统

考核方式：考试/考查

先修课程：管理信息系统、微观经济学、宏观经济学

二、课程简介

简介：信息经济学是电子商务本科专业的专业必修课之一（信息管理与信息系

统专业的专业选修课之一），是随着信息技术的发展而发展起来的一门新兴经济学

分支学科。本课程是微观经济学、宏观经济学课程的发展，能加强学生对经济学理

论的全面把握，加深学生对以往所学经济学理论的理解，使学生了解经济学学科的

一个新的发展领域。本课程的主要内容包括信息规则、信息定价、信息版本划分、

版权管理、认识锁定、管理锁定、网络与正反馈、合作与兼容、发起标准战争、信

息政策、IT对组织绩效的影响、IT采纳和使用、IT应用水平关键影响因素等，

Introduction:Informationeconomicsisacompulsorycourseofundergraduate

majoringinE-businessoranelectivecourseoftheundergraduatemajoringininformation

managementandinformationsystems.Itisaneweconomicsbranchwhichwasformed

withthedevelopmentoftheinformationtechnology.Itisthedevelopmentofthe

traditionalmicroeconomicsandmacroeconomics.Themaincontentsofthiscourseinclude

theinformationeconomy,pricinginformation,versioninginformation,rightsmanagement,

recognizinglock-in,managinglock-in,networksandpositivefeedback,cooperationand

compatibility,wagingastandardswar,informationpolicy,theimpactofITon

organizationalperformance,ITadoptionandusage,thekeyeffectfactorsoftheIT

applicationmaturity,andsoon.

三、课程性质与教学目的

信息经济学为电子商务本科专业的专业必修课（信息管理与信息系统本科专业

的专业选修课），是随着信息技术发展而发展起来的•门新的经济学分支学科。本

课程的教学目的旨在使学生能系统掌握信息经济学的相关知识，了解和掌握与信息

技术相关的经济学原理，培养学生应用所学的理论对与信息技术相关的经济现象进

行解释和分析的能力，并为学生毕业后从事与信息技术相关的工作提供经营理念和

策略上的指导，同时，培养学生积极、有效应用IT以节约社会资源消耗，提高资源

利用效率，促进生态环境保护和美丽家园建设的理念和意识。

ThiscourseisacompulsorycourseofundergraduatesmajoringinE-busincssoran

electivecourseforundergraduatesmajoringininformationmanagementandinformation

systems.Itisabranchofeconomicswhichisformedwiththedevelopmentofinformation

technology.Thepurposeofthiscourseistoletthestudentsunderstandwhatinformation

economicsisabout,andgettheeconomicstheorieswhicharerelativewiththeinfonnation

technology.Studentslearningthiscourseareexpectediobeabletoexplainoranalyzethe

economicphenomenawhicharerelativewithinformationtechnology.Thecoursemay

supplyastrategicguidetothestudentswhosejobsarerelatedtotheapplicationof

informationtechnologyaftergraduation,andhelptofosterpositiveattitudetowardsthe

applicationofITandeffectiveuseofITtominimizetheconsumptionofsocial

resourceandimprovetheecologicalenvironmentinChina.

四、教学内容及要求

PART1InformationRules&PricingInformation

Goalsandrequirements

1.Understandthecharacteristicsofinformationeconomy.

2.Graspthecoststructureofinformationgoods.

3.Understandhowtotakeadvantageoftheeconomiccharacteristicsofinformation

producttominimizetheconsumptionofsocialresource.

Teachingcontents

1Theinformationeconomy

Content

(l)Information

Baseballscores,books,databases,magazines,motives,music,stockquotes,andWebpages

areallinformationgoods.

(2)Thecostofproducinginformation

Informationiscostlytoproducebutcheaptoreproduce.

(3)ManagingIntellectualproperty

Whenmanagingintellectualproperty,yourgoalshouldbetochoosethetermsand

conditionsthatmaximizethevalueofyourintellectualproperty,notthetermsand

conditionsthatmaximizetheprotection.

(4)Informationasan^ExperienceGood^^

Economistssaythatagoodisanexperiencegoodifconsumersmustexperienceittovalue

it.

(5)TheeconomicsofAttention

Sellingviewers'attentionhasalwaysbeenanattractivewaytosupportinformation

provision.

(6)Technology

Technology——thatis,theinfrastructurethatmakesitpossibletostore,retrieve,copy,filter,

manipulate,view,transmit,andreceiveinformation.

(7)Systemscompetition

Thedependenceofinformationtechnologyonsystemsmeansthatfirmsmustfocusnot

onlyontheircompetitorsbutalsoontheircollaborators.

(8)Lock-InandSwitchingCosts

Onceyouhavechosenatechnology,oraformatforkeepinginformation,switchingcanbe

veryexpensive.

(9)PositiveFeedback,NetworkExternalities,andStandards

Formanyinformationtechnologies,consumersbenefitsfromusingapopularformator

system.Whenthevalueofaproducttooneuserdependsonhowmanyotherusersthereare,

economistssaythatthisproductexhibitsnetworkexternalities,ornetworkeffects.Positive

feedback:astheinstalledbaseofusergrows,moreandmoreusersfindadoption

worthwhile.

Definition

Information;Lock-in;Switchingcost;Technology;PositiveFeedback,Network

Externalities,

Exercise

(1)Pleasegivesomeexamplesofinformation.

(2)PleasegivesomeexamplesofLock-in.

2PricingInformation

Content

(1)Thecostofproducinginformation

Oneofthemostfundamentalfeaturesofinformationgoodsisthattheircostofproduction

isdominatedbythe“first-copycosts.”

(2)CostsandCompetition

Informationiscostlytoproducebutcheaptoreproduce.

(3)Personalizingyourproduct

Ifyouaresuccessfulincreatingauniquesourceofinformationandavoiding

commoditization,youhavesomebreathingroomintermsofbothpricingandproduct

design——thatis,howyoupackageandpresentyourinformation.

(4)Knowyourcustomer

Ifyouwanttopersonalizeyourinformationproduct,youhavetoknowsomethingabout

yourcustomers.

(5)Pricingyourproduct

Chargingeachcustomerjustwhatheorsheiswillingtopayiswhateconomistsrefertoas

^perfectpricediscrimination.Pigoudistinguishedthreetypesofdifferentialpricing,which

hecalledfirst,secondandthirddegree.Personalizedpricing:Selltoeachuserata

differentprice.Versioning:Offeraproductlineandletuserschoosetheversionofthe

productmostappropriateforthem.Grouppricing:Setdifferentpricesfordifferentgroups

ofconsumers,asinstudentdiscounts.

(6)Personalizedpricing

Personalizeyourproductandpersonalizeyourpricing.ThisiseasiertodoontheInternet

thanonvirtuallyanyothermediumsinceyoucommunicatewithyourconsumersonaone-

to-onebasis.

(7)Grouppricing

Peoplewhosharedaparticularsetofcharacteristicswouldbeofferedthesameterms.

Sometimesyoucanbasepricesdirectlyongroupidentity,astrategyeconomistsrefertoas

uthird-degreepricediscrimination.”

Definition

Personalizedpricing;Grouppricing

Exercise

(1)PlcasegivesomeexamplesofGrouppricing.

(2)Pleasedescribethecostofinformationgoods.

Application

Pleasetellthedifferencebetweenthecostoftraditionalproductsandthecostof

informationproducts.

Teachingmethodandmedium

LectureandDiscussion;PPT

PART2VersioningInformation&RightsManagement

Goalsandrequirements

1.Graspthedefinitionofbundling.

2.Understandhowtodividetheversionsoftheinformationgoods.

3.Understandwhytherightsmanagementisnecessaryfortheinformationmarket.

Teachingcontents

1VersioningInformation

Content

(1)Designingyourproductline

Howcanyouuseversionsofyourinformationinawaythatinducesself-selection?The

keyistoidentifydimensionsofyourinformationproduct,suchastimeliness,thatare

highlyvaluedbysomecustomersyetoflittleimportancetoothers.

(2)Adjustingpriceandquality

Ifyourpremium-price,high-endproductattractssomelow-endcustomers,that1sgreat:

youaregettingmorerevenuefromthemthaniftheyhadstucktothelow-endproduct.

⑶Pitfalls-andhowtoavoidthem

Withouttheabilitytoofferdistinctversions,yourbeststrategymaybetoofferthehigh-end

productonly,andofferitatapremiumprice.

(4)On-lineandoff-lineversions

Itismuchcheapertosellinformationon-linesincetherearenoproductionordistribution

costs.

(5)Howmanyversions?

First,oneversionistoofew.Everyonewhosellsinformationshouldthinkaboutwhatthey

mightdotosegmenttheirmarket.Ontheotherhand,youcanhavetoomanyversionsin

yourproductline.Onthesupplyside,therearecoststomaintainingseveraldifferent

products.Onthedemandside,youruntheriskofcreatinguserconfusion.

(6)Goldilockspricing

Ifyoucanidentifymanydifferentconstituenciesfbrtheinformationyousell,andthereis

littlelikelihoodofuserconfusion,thereisnoreasonnottooffermanydifferentversions.

Ontheotherhand,mass-marketsoftwareisoftenofferedinjustoneortwoversions.

(7)Bundling

Bundlingisaspecialformofversioninginwhichtwoormoredistinctproductsareoffered

asapackageatasingleprice.

(8)Promotionalpricing

Promotionstakemanyforms

⑼Lessons

Definition

Bundling

Exercise

PleasegivesomeexamplesofBundling.

2Rightsmanagement

Content

Theverytechnologicaladvancesthatmakerightsmanagementmoredifficult——the

dramaticreductionincostsofcopyinganddistribution——alsoofferafantasticopportunity

forownersofintellectualcontent.

(1)Productionanddistributioncosts

Digitaltechnologychangestwosignificantcostsfacedbyapublisherofcontent:

(2)Makinglowerdistributioncostsworkforyou

Don'tfightagainstlowerdistributioncosts;Takeadvantageofthem.

(3)Choosingtermsandconditions

Thechallengeofintellectualpropertymanagementliesintradingoffthesetwoeffects:in

choosingthetermsandconditionsthatmaximizethevalueofyourproperty.

(4)Lessonsfortherightsmanagement

Definition

Rightsmanagement

Exercise

Pleasedescribethelessonsfortherightmanagement.

Application

Itisverycommontousebundlingintheinformationmarket.Why?

Teachingmethodandmedium

LectureandDiscussion;PPT

Part3RecognizingLock-in&ManagingLock-in

Goalsandrequirements

1.GraspthedefinitionandtheclassificationofLock-in.

2.UnderstandhowtomanageLock-in

Teachingcontents

1RecognizingLock-in

Content

Likeitornot,intheinformationage,buyerstypicallymustbearcostswhentheyswitch

fromoneinformationsystemtoanother.Asaresult,youfaceswitchingcosts,whichcan

effectivelylockyouintoyourcurrentsystemorbrand.Whenthecostsofswitchingfrom

onebrandoftechnologytoanotheraresubstantial,usersfacelock-in.Switchingcostsand

lock-inareubiquitousininformationsystems,andmanagingthesecostsisverytrickyfor

bothbuyersandsellers.

(1)Valuinganinstalledbaseofcustomers

SwitchingcostsmeasuretheextentofacustomerJslock-intoagivensupplier.

(2)Classificationoflock-in

Type1:Contractualcommitments

Type2:Durablepurchases

Type3:Brand-specifictraining

Type4:Informationanddatabases

Type5:Specializedsuppliers

Type6:Searchcosts

Type7:Loyaltyprograms

Definition

Lock-in

Exercise

Pleasedescribetheclassificationoflock-in.

2ManagingLock-In

Content

Ifyouaretryingtobreakintothemarketwithanewtechnology,youcanillaffordto

ignorethecoststhatyourtargetcustomersmustbeartoswitchtoyourproducts.

Bythesametoken,ifyouareanestablishedplayer,theextentofthethreatyoufacefrom

upstartsisdriveninlargepartbyyourcustomers1totalcostsofswitchingfromyouto

yourcompetitors.

(1)I>ock-instrategyforbuyers

Onceyourecognizefutureswitchingcosts,whatcanyoudoaboutthem?

Basicstrategyforbuyersofinformationtechnologywhoareanticipatinglock-inconsists

oftwokeyelements.

(2)Lock-instrategyforsellers

Sellershopetoprofitfromlocked-inbuyers.

Asasupplierofinformationsystems,yourbasicstrategyfordealingwithlock-inshould

utilizethreekeyprinciples.

Definition

Lock-in

Exercise

PleasedescribeLock-instrategyforbuyers.

Application

HowtomanageLock-inforthesellers?

Teachingmethodandmedium

LectureandDiscussion;PPT

PART4NetworksandPositiveFeedback;CooperationandCompatibility

Goalsandrequirements

1.Graspthedefinitionofpositivefeedback.

2.Understandwhowinsandwholosesfromstandards.

Teachingcontents

1Networksandpositivefeedback

Content

(l)Positivefeedback

Positivefeedbackmakesthestronggetstrongerandtheweakgetweaker,leadingto

extremeoutcomes.

(2)Demand-sideeconomiesofscale

GeneralMotorswasmoreefficientthanthesmallercarcompaniesinlargepartbecauseof

itsscale.

(3)Networkexternalities

Externalitiesarisewhenonemarketparticipantaffectsotherswithoutcompensationbeing

paid.

(4)Genericstrategiesinnetworkmarkets

Therearefourgenericstrategies

Definition

Positivefeedback;Economiesofscale;Networkexternality.

Exercise

Pleasegivesomeexamplesofeconomiesofscaleandnetworkexternality.

2CooperationandCompatibility

Content

(1)Howstandardschangethegame?

Standardsaltertheverynatureofcompetitioninseveralimportantways.

(2)Whowinsandwholosesfromstandards?

Consumers

Complementers

Incumbents

Innovators

(3)Buildingalliances

Whetheryouareparticipatinginaformalstandard-settingprocessorsimplytryingtobuild

momentumbehindyourproduct,youneedalliestoignitepositivefeedback.

Definition

Standards;Alliance.

Exercise

Whatarethebenefitsthattheconsumersgainfromthestandards?

Application

Pleasediscusswhowinsandwholosesfromthestandardsingroup.

Teachingmethodandmedium

LectureandDiscussion;PPT

PART5Wagingastandardswar&Informationpolicy

Goalsandrequirements

1.Understandhowtowageastandardswar.

2.Graspthepricedifferentiation.

Teachingcontents

1Wagingastandardwar

Content

(1)Classificationofstandardswars

(2)Keyassetsinnetworkmarkets

Yourabilitytosuccessfullywageastandardswardependsonyourownershipofsevenkey

assets.

(3)Twobasictacticsinstandardswars

Preemption

ExpectationsManagement

(4)Onceyou'vewon

Stayingonyourguard

Commoditizingcomplementaryproducts

Competingwithyourowninstalledbase

Protectingyourposition

Definition

ExpectationsManagement

Exercise

Pleasedescribethecompetitivestrategythatyourcompanyhaswonastandardwar.

2Informationpolicy

Content

(1)Pricedifferentiation

Differentialpricingisstandardoperatingpracticeforinformationproducts.

(2)Competitionpolicy

Thecompetitiveprocesscaneasilyleadtoaconcentratedindustrystructure,withoneora

fewfirmsdominatingthemarket,atleastforatime,untilthey,too,aretoppled.

Definition

Pricedifferentiation.

Exercise

Whatispricedifferentiation?

Application

Yourabilitytosuccessfullywageastandardswardependsonyourownershipofsevenkey

assets.Whatarethesevenkeyassets?

Teachingmethodandmedium

LectureandDiscussion;PPT

PART6TheimpactofITonorganizationalperformance

Goalsandrequirements

1.GraspthedefinitionofITproductivityparadox.

2.UnderstandthereasonsthatcausetheITproductivityparadox.

3.UnderstandhowtoestimateITvalue

4.Understandthenewlineofresearch

S.UnderstandtheimportanceofapplyingITtoimproveorganizationalperformance

andecologicalenvironment

Teachingcontents

Content

(1)Introduction

⑵DefinitionofIT

Informationtechnologycanbedefinedinvariousway.

(3)EstimatesofITvalue

EstimatesofITvaluetypicallyrequiredataonpotentialbenefitssuchas(Brynjolfesson,

1995):

Productivity

Increasedrevenues

Stockmarketvaluation

Usersatisfaction

Marketshare

Competitiveadvantage

(4)InformationTechnologyandNationalOutput

Theparadoxwiththeseinvestmentsisthat,attheaggregatelevelofindustrialsectors

officialproductivityfiguresareimprovingatarateofonlyaboutl%since1970,farbelow

theannualrateof3%inthe1950sand1960s(Krugman,1997).

(5)InformationTechnologyandProductivity--FirmLevel

TherehasbeenparadoxicalevidenceontherelationshipbetweenITinvestmentsand

productivity(Brynjolfsson,1993).

(6)Newlineofresearch

Researchersaremovingtowardprocesstheorypartlybecauseofthenoiseinherentindata

usedinstudiesbasedonvariancetheoriesandpartlybecauseprocesstheoryhasbetter

explainabilityinsituationswhereoutcomesareuncertain.

Definition

ITproductivityparadox;

Exercise

HowtoestimatetheITvalue?

Application

DiscussthereasonsthatcauseITproductivityparadoxingroup.

Teachingmethodandmedium

LectureandDiscussion;PPT

PART7ITadoptionandusage

Goalsandrequirements

1.GrasptheconstructsinTRA,TPBandTAM.

2.UnderstandthedifferencesamongtheTRA,TPBandTAM.

Teachingcontents

Content

(1)Definitions

(2)TheTheoryofReasonedAction(TRA)

TheTRAwasdevelopedtodeterminehowattitudesaredeterminantsofvoluntarybehavior

(FishbeinandAjzen,1975).

(3)TheTheoryofPlannedBehavior(TPB)

Thetheoryofplannedbehavior(TPB),originallydevelopedbyAjzen(1988),isan

extensionoftheTRA.

(4)TheTechnologyAcceptanceModel(TAM)

OriginallydevelopedbyDavis(1980)tospecificallytoexplaininformationtechnology

usagebehavior,thetechnologyacceptancemodel(TAM)isanadaptationofFishbeinand

Ajzcn'sTRA.

⑸DifferencesAmongtheTRA,theTPBandtheTAM

(6)ComparisonoftheTAMwiththeTRAortheTPB

(7)Conclusion

Thereisnosinglemodelthatisclearlysuperiorintermsofexplainingthevariabilityof

behavioralintentionineveryresearchcontext.

Definition

PEU;PU.

Exercise

WhatthedifferencesamongtheTRA,TPBandTAM?

Application

DiscussthedifferencesamongtheTRA,TPBandTAMingroup.

Teachingmethodandmedium

LectureandDiscussion;PPT

PART8-9First-lineandmiddlemanagerITusageintentionandcompetence

Goalsandrequirements

1.UnderstandtheeffectfactorsoftheITusageintention.

2.Understandthekeyeffectfactorsofthefirst-lineandmiddlemanagerITusageintention.

Teachingcontents

Content

(1)Introduction

(2)Previousresearches

therewasnoclearsuperiormodelapplicableinallcontexts

(3)Measures

(4)Results

(5)Discussion

(6)FurtherResearch

Definition

First-lineandmiddlemanager;ITusageintention.

Exercise

WhataretheeffectfactorsofITusageintention?

Application

Discusswhyattitudeisthekeyeffectfactorofthefirst-lineandmiddlemanagerITusage

intentioningroup.

Teachingmethodandmedium

LectureandDiscussion;PPT

PART10TheDynamicEffectoftheFirst-lineandMiddleManagerCompetenceon

ITApplication

Goalsandrequirements

1.UnderstandthestagecharacteristicsofITapplication

2.UnderstandthedynamicsoftheeffectfactorsindifferentITapplicationstages

Teachingcontents

Content

(1)ThestagecharacteristicsofITapplication

ThestagecharacteristicsofITapplicationhavebeenstudiedfromanumberofdifferent

perspectives.

(2)ThedynamicsoftheeffectfactorsindifferentITapplicationstages

ThekeyeffectfactorsofITapplicationindifferentstagesaredynamic.

Definition

Keyeffectfactors

Exercise

WhatarethestagecharacteristicsofITapplication?

Application

DescribethedynamicsoftheeffectfactorsindifferentITapplicationstages.

Teachingmethodandmedium

LectureandDiscussion;PPT

五、各教学环节学时分配

节\教学;环

讨

其他

讲习小

论

教学

题实验

课

环节

课课计

PART1

66

InformationRules

PART2

VersioningInfonnation&426

RightsManagement

PART3

RecognizingLock-in&426

ManagingLock-in

PART4

NetworksandPositive

Feedback;Cooperationand

Compatibility426

PART5

WagingaStandardsWar&

InformationPolicy

PART6

TheImpactofITon426

OrganizationalPerformance

PART7

ITAdoptionandUsage

PART8426

First-LineandMiddle

ManagerITUsageIntention

PART9

Theeffectsofthefirst-line

andmiddlemanageronthe

ITapplicationmaturity

426

PART10

TheDynamicEffectofthe

First-lineandMiddle

ManagerCompetenceonIT

Application

复习44

考试22

合计3412248

六、课程考核

（一）考核方式：开卷

（二）成绩构成

平时成绩占比：30%期末考试占比：70%

（三）成绩考核标准

平时成绩考核：作业（20%）、课堂互动表现和考勤（10%）。

期末成绩考核：开卷、笔试。答案要求对如何利用信息产品的经济特征或如何通过

应用IT以提高经济运作效率、降低资源消耗、改进生态环境有积极思考。

七、推荐教材和教学参考资源

1.CarlShapiroandHalR.Varian,InformationRules-AStrategicGuidetotheNetworkEconomy.

Boston:HanardBusinessSchoolPress,2009.

2.黄曼慧著.管理者能力与IT效力：理论模型及实证研究.北京：电子工业出版社.2014.

3.谢康等编著.电子商务经济学.北京：电子工业出版社.2003.

4.Akcrlof,G.A.TheMarketfor"Lemons":QualityUnccrtain:yandtheMarketMechanism.The

QuarterlyJournalofEconomics,1970,84(3):488-500.

5.Akhavan,P.,M.Jafari.M.Fathian.CriticalSuccessFactorsofKnowledgeManagementSystems:A

Multi-CaseAnalysis.EuropeanBusinessReview,2006,18(2):97-113.

6.Chang,S.E.,C.B.Ho.OrganizationalFactorstotheEffectivenessofImplementingInformation

SecurityManagement.IndustrialManagement&DataSystems,2006.106(3):345-361.

7.Chien,S.-W.,S.-M.Tsa