《信息經(jīng)濟學(xué)（雙語）》課程教學(xué)大綱

什《信息經(jīng)濟學(xué)（雙語）》課程教學(xué)大綱

英文：^InformationEconomics）

一、課程基本信息

課程代碼：16029003

課程名稱：信息經(jīng)濟學(xué)

英文名稱：InformationEconomics

課程類別：專'也課

學(xué)時：48

學(xué)分：3

適用對象:電子商務(wù)專業(yè)/信息管理與信息系統(tǒng)

考核方式：考試/考查

先修課程：管理信息系統(tǒng)、微觀經(jīng)濟學(xué)、宏觀經(jīng)濟學(xué)

二、課程簡介

簡介：信息經(jīng)濟學(xué)是電子商務(wù)本科專業(yè)的專業(yè)必修課之一（信息管理與信息系

統(tǒng)專業(yè)的專業(yè)選修課之一），是隨著信息技術(shù)的發(fā)展而發(fā)展起來的一門新興經(jīng)濟學(xué)

分支學(xué)科。本課程是微觀經(jīng)濟學(xué)、宏觀經(jīng)濟學(xué)課程的發(fā)展，能加強學(xué)生對經(jīng)濟學(xué)理

論的全面把握，加深學(xué)生對以往所學(xué)經(jīng)濟學(xué)理論的理解，使學(xué)生了解經(jīng)濟學(xué)學(xué)科的

一個新的發(fā)展領(lǐng)域。本課程的主要內(nèi)容包括信息規(guī)則、信息定價、信息版本劃分、

版權(quán)管理、認(rèn)識鎖定、管理鎖定、網(wǎng)絡(luò)與正反饋、合作與兼容、發(fā)起標(biāo)準(zhǔn)戰(zhàn)爭、信

息政策、IT對組織績效的影響、IT采納和使用、IT應(yīng)用水平關(guān)鍵影響因素等，

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、課程性質(zhì)與教學(xué)目的

信息經(jīng)濟學(xué)為電子商務(wù)本科專業(yè)的專業(yè)必修課（信息管理與信息系統(tǒng)本科專業(yè)

的專業(yè)選修課），是隨著信息技術(shù)發(fā)展而發(fā)展起來的?門新的經(jīng)濟學(xué)分支學(xué)科。本

課程的教學(xué)目的旨在使學(xué)生能系統(tǒng)掌握信息經(jīng)濟學(xué)的相關(guān)知識，了解和掌握與信息

技術(shù)相關(guān)的經(jīng)濟學(xué)原理，培養(yǎng)學(xué)生應(yīng)用所學(xué)的理論對與信息技術(shù)相關(guān)的經(jīng)濟現(xiàn)象進

行解釋和分析的能力，并為學(xué)生畢業(yè)后從事與信息技術(shù)相關(guān)的工作提供經(jīng)營理念和

策略上的指導(dǎo)，同時，培養(yǎng)學(xué)生積極、有效應(yīng)用IT以節(jié)約社會資源消耗，提高資源

利用效率，促進生態(tài)環(huán)境保護和美麗家園建設(shè)的理念和意識。

ThiscourseisacompulsorycourseofundergraduatesmajoringinE-busincssoran

electivecourseforundergraduatesmajoringininformationmanagementandinformation

systems.Itisabranchofeconomicswhichisformedwiththedevelopmentofinformation

technology.Thepurposeofthiscourseistoletthestudentsunderstandwhatinformation

economicsisabout,andgettheeconomicstheorieswhicharerelativewiththeinfonnation

technology.Studentslearningthiscourseareexpectediobeabletoexplainoranalyzethe

economicphenomenawhicharerelativewithinformationtechnology.Thecoursemay

supplyastrategicguidetothestudentswhosejobsarerelatedtotheapplicationof

informationtechnologyaftergraduation,andhelptofosterpositiveattitudetowardsthe

applicationofITandeffectiveuseofITtominimizetheconsumptionofsocial

resourceandimprovetheecologicalenvironmentinChina.

四、教學(xué)內(nèi)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、各教學(xué)環(huán)節(jié)學(xué)時分配

節(jié)\教學(xué);環(huán)

討

其他

講習(xí)小

論

教學(xué)

題實驗

課

環(huán)節(jié)

課課計

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

復(fù)習(xí)44

考試22

合計3412248

六、課程考核

（一）考核方式：開卷

（二）成績構(gòu)成

平時成績占比：30%期末考試占比：70%

（三）成績考核標(biāo)準(zhǔn)

平時成績考核：作業(yè)（20%）、課堂互動表現(xiàn)和考勤（10%）。

期末成績考核：開卷、筆試。答案要求對如何利用信息產(chǎn)品的經(jīng)濟特征或如何通過

應(yīng)用IT以提高經(jīng)濟運作效率、降低資源消耗、改進生態(tài)環(huán)境有積極思考。

七、推薦教材和教學(xué)參考資源

1.CarlShapiroandHalR.Varian,InformationRules-AStrategicGuidetotheNetworkEconomy.

Boston:HanardBusinessSchoolPress,2009.

2.黃曼慧著.管理者能力與IT效力：理論模型及實證研究.北京：電子工業(yè)出版社.2014.

3.謝康等編著.電子商務(wù)經(jīng)濟學(xué).北京：電子工業(yè)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