双边市场中价格敏感性对平台服务努力策略的影响

Mingyue Zhong, Jiejin Fan
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引用次数: 0

摘要

在双边市场中,双边平台可能会选择投入服务努力来吸引买家和卖家,同时买家和卖家都对价格敏感。本文研究了当买卖双方都对价格敏感时,双边平台如何制定定价和服务努力策略。在平台不提供服务努力和平台提供服务努力两种情况下,推导出平衡策略。结果表明,当平台不提供服务努力时,跨网络外部性对价格没有影响,而当平台提供服务努力时,跨网络外部性对价格有正向影响。同时,价格敏感性对平台利润和买卖双方最优规模产生负向影响。结果表明,平台的最优策略是提供服务努力,但在特定场景下,这可能会损害买卖双方的剩余和社会福利。
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The Impact of Price-sensitivity on Platform’s Service Effort Strategy in a Two-sided Market
In a two-sided market, the two-sided platform may choose to invest in service effort to attract buyers and sellers, meanwhile buyers and sellers are price-sensitive. This paper investigates how the two-sided platform sets her pricing and service effort strategies when the buyers and sellers are price-sensitive. The equilibrium strategies are derived when the platform does not offer service effort and when the platform offers service effort. The results indicate that, the cross-network externality does not impact on the price when the platform does not offer service effort, but it impacts on the price positively when the platform offers service effort. Meanwhile, the price-sensitivity impacts on the platform’s profit and optimal scales of buyers and sellers negatively. Then, the results show that the optimal strategy for the platform is offering service effort, but it may hurt the buyers and sellers’ surplus and social welfare in certain scenario.
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CiteScore
1.40
自引率
16.70%
发文量
23
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