Third-party sellers’ product entry strategy and its sales impact on a hybrid retail platform

作者：

Highlights：

• An empirical model estimates third-party sellers’ product entry strategy and its sales impact on a hybrid retail platform.

• Third-party sellers prefer to target products with low prices, high demand and less operating costs.

• Third-party sellers’ entry harms the platform owner’s sales but benefits the platform’s overall sales.

• Large third-party sellers’ entry has a stronger negative effect on the platform owner’s sales.

摘要

•An empirical model estimates third-party sellers’ product entry strategy and its sales impact on a hybrid retail platform.•Third-party sellers prefer to target products with low prices, high demand and less operating costs.•Third-party sellers’ entry harms the platform owner’s sales but benefits the platform’s overall sales.•Large third-party sellers’ entry has a stronger negative effect on the platform owner’s sales.

论文关键词：Product entry strategy,Third-party seller,Platform owner,Hybrid retail platform,Sales impact

论文评审过程：Received 12 June 2020, Revised 26 October 2020, Accepted 29 March 2021, Available online 1 April 2021, Version of Record 30 April 2021.

论文官网地址：https://doi.org/10.1016/j.elerap.2021.101049