【作者】 曹亚兰； 窦一凡； 姚忠；

【Author】 Cao Yalan;Dou Yifan;Yao Zhong;School of Economics and Management,Beihang University;

【机构】 北京航空航天大学经济管理学院；

【摘要】 近年来研究电子商务平台定价问题的文献大多依据双边市场理论模型,重点分析参与平台的卖家和消费者之间交叉网络外部性的作用。但对于许多电子商务平台而言,在促进买卖双方交易的同时,也可以通过不断完善自有内容(例如优化网页功能、物流配送和提供自营产品等)来进一步影响消费者一侧的购买行为。针对这一问题,本文考虑了具有双边市场特征的垄断商务平台对于自有内容的管理策略。基于加和形式的效用函数,本文发现,自有内容与卖家所提供的第三方内容之间并不是简单的替代关系,而是与提供自有内容的成本有关:当提供自有内容的成本较低时,平台的自有内容数量决策与第三方内容相互独立;当自有内容的成本较高时,平台的自有内容才与第三方内容存在替代关系。而随着网络交叉外部性的上升,市场中这种替代性更加薄弱。这一结论为电子商务平台类企业在经营自身内容方面的决策提供了建议和支持。更多还原

【Abstract】 The recent literature on e-tailing platform is largelybuilt upon two-sided market theory which assumes that buyers and sellers on a platform are i nfluenced by cross-s ide network effects.However,many e-tailing platform also invest in first-party contents to attract buyers(e.g.,optimizing webpage layouts,upgrading logistics,and offering platform-owned products,etc.).This paper investigates a monopolistic two-sided platform’ s decision on balancing between first- and third-party contents.Interestingly,we find that,the substitutability between first- and third-party contents i s assoc i ated with the cost of offering the first-party contents:when the cost is low,then optimal number of first-party content is independent from that of third-party content;only when the cost is high,then the substitutability exists.Furthermore,the threshold of the cost is increasing in the cross-side network effects.更多还原