{"title":"Seller promotion and competition on decentralized two-sided platforms","authors":"Feng Yang, Jingyi Peng, Zihao Zhang","doi":"10.1108/jm2-04-2023-0072","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>This paper aims to explore the promotion decisions of heterogeneous sellers on a decentralized platform under competitive conditions and analyze how seller behaviors impact platform profit, seller revenue, buyer surplus and social welfare.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>This paper considers a Cournot model consisting of a platform charging a commission rate and two sellers with different conversion rates and browsing costs. Promotion efforts by sellers can increase traffic, but they also incur promotion costs for sellers. The sellers decide on promotion effort by weighing these two effects. The authors also explore the equilibrium when the platform charges a fixed usage fee.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>The seller’s profit improves as its conversion rate increases and worsens as browsing costs increase. Also, increasing the commission rate charged by the platform makes the seller invest less in promotional efforts. Therefore, the platform must consider this trade-off to determine an optimal rate. The analysis shows that the seller with a high conversion rate and high browsing cost plays a greater role in generating more overall revenue. When the market favors such a seller, the platform tends to charge less in order not to impair its profitability.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>This paper incorporates conversion rate, buyer’s browsing cost, unit promotion cost and the fee charged by the platform into the model to study sellers’ promotion decisions on decentralized platforms.</p><!--/ Abstract__block -->","PeriodicalId":16349,"journal":{"name":"Journal of Modelling in Management","volume":null,"pages":null},"PeriodicalIF":1.8000,"publicationDate":"2024-02-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Modelling in Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jm2-04-2023-0072","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"MANAGEMENT","Score":null,"Total":0}
引用次数: 0
Abstract
Purpose
This paper aims to explore the promotion decisions of heterogeneous sellers on a decentralized platform under competitive conditions and analyze how seller behaviors impact platform profit, seller revenue, buyer surplus and social welfare.
Design/methodology/approach
This paper considers a Cournot model consisting of a platform charging a commission rate and two sellers with different conversion rates and browsing costs. Promotion efforts by sellers can increase traffic, but they also incur promotion costs for sellers. The sellers decide on promotion effort by weighing these two effects. The authors also explore the equilibrium when the platform charges a fixed usage fee.
Findings
The seller’s profit improves as its conversion rate increases and worsens as browsing costs increase. Also, increasing the commission rate charged by the platform makes the seller invest less in promotional efforts. Therefore, the platform must consider this trade-off to determine an optimal rate. The analysis shows that the seller with a high conversion rate and high browsing cost plays a greater role in generating more overall revenue. When the market favors such a seller, the platform tends to charge less in order not to impair its profitability.
Originality/value
This paper incorporates conversion rate, buyer’s browsing cost, unit promotion cost and the fee charged by the platform into the model to study sellers’ promotion decisions on decentralized platforms.
期刊介绍：
Journal of Modelling in Management (JM2) provides a forum for academics and researchers with a strong interest in business and management modelling. The journal analyses the conceptual antecedents and theoretical underpinnings leading to research modelling processes which derive useful consequences in terms of management science, business and management implementation and applications. JM2 is focused on the utilization of management data, which is amenable to research modelling processes, and welcomes academic papers that not only encompass the whole research process (from conceptualization to managerial implications) but also make explicit the individual links between ''antecedents and modelling'' (how to tackle certain problems) and ''modelling and consequences'' (how to apply the models and draw appropriate conclusions). The journal is particularly interested in innovative methodological and statistical modelling processes and those models that result in clear and justified managerial decisions. JM2 specifically promotes and supports research writing, that engages in an academically rigorous manner, in areas related to research modelling such as: A priori theorizing conceptual models, Artificial intelligence, machine learning, Association rule mining, clustering, feature selection, Business analytics: Descriptive, Predictive, and Prescriptive Analytics, Causal analytics: structural equation modeling, partial least squares modeling, Computable general equilibrium models, Computer-based models, Data mining, data analytics with big data, Decision support systems and business intelligence, Econometric models, Fuzzy logic modeling, Generalized linear models, Multi-attribute decision-making models, Non-linear models, Optimization, Simulation models, Statistical decision models, Statistical inference making and probabilistic modeling, Text mining, web mining, and visual analytics, Uncertainty-based reasoning models.
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