Understanding Sequential User Behavior in Social Computing: To Answer or to Vote?
Understanding how users participate is of key importance to social computing systems since their value is created from user contributions. In many social computing systems, users decide sequentially whether to participate or not and, if participate, whether to create a piece of content directly, i.e., answering, or to rate existing content, i.e., voting. Moreover, there exists an answering-voting externality as a user's utility for answering depends on votes received in the future. We present in this paper a game-theoretic model that formulates the sequential decision making of strategic users under the presence of such an answering-voting externality. We prove theoretically the existence and uniqueness of a pure strategy equilibrium. To further understand the equilibrium participation of users, we show that there exist advantages for users with higher abilities and for answering earlier. Therefore, the equilibrium has a threshold structure and the threshold for answering gradually increases as answers accumulate. We further extend our results to a more general setting where users can choose endogenously their efforts for answering. To show the validness of our model, we analyze user behavior data collected from a popular Q&A site Stack Overflow and show that the main qualitative predictions of our model match up with observations made from the data. Finally, we formulate the system designer's problem and abstract from numerical simulations several design principles that could potentially guide the design of incentive mechanisms for social computing systems in practice.