Consumer generated media (CGM), such as social networking services rely on the voluntary activity of users to prosper, garnering the psychological rewards of feeling connected with other people through comments and reviews received online. To attract more users, some CGM have introduced monetary rewards (MR) for posting activity and quality articles and comments. However, the impact of MR on the article posting strategies of users, especially frequency and quality, has not been fully analyzed by previous studies, because they ignored the difference in the standpoint in the CGM networks, such as how many friends/followers they have, although we think that their strategies vary with their standpoints. The purpose of this study is to investigate the impact of MR on individual users by considering the differences in dominant strategies regarding user standpoints. Using the game-theoretic model for CGM, we experimentally show that a variety of realistic dominant strategies are evolved depending on user standpoints in the CGM network, using multiple-world genetic algorithm.

翻译：消费者生成媒体（CGM），如社交网络服务，依赖用户的自愿活动来繁荣发展，用户通过在线收到的评论和反馈获得与他人联系的心理奖励。为了吸引更多用户，部分CGM针对发布活动及高质量文章和评论引入了货币激励（MR）。然而，以往研究未能充分分析MR对用户文章发布策略（尤其是频率与质量）的影响，因为这类研究忽略了用户在CGM网络中立场差异（如拥有好友/关注者数量），尽管我们认为其策略会随立场而变化。本研究旨在通过考虑用户立场主导策略的差异，探讨MR对个体用户的影响。基于CGM的博弈论模型，我们利用多世界遗传算法通过实验表明，根据用户在CGM网络中的立场，会演化出多种现实的主导策略。