Pricing strategy for own shipping service of E-commerce platform using Two-sided market theory
作者：
Highlights：
• Examining how the cross-network effect influences the price decision and profit of a two-sided market platform.
• Developing a two-sided market pricing model to consider the ancillary services such as shipping service as well as intermediation services.
• Suggesting how to allocate the e-commerce platform’s shipping fees and usage fees for maximizing profits based on the two-sided market theory.
• Building up two-stage price allocation model considering cross-group externality to explain the activities of e-commerce platform operator, buyer and seller.
• Providing implications for pricing strategies for the platform to apply, according to the degree of buyers’ sensitivity on the shipping fees and usage fees.
• Providing influence of pricing strategies on the individual usage fees paid by sellers and buyers.
摘要
•Examining how the cross-network effect influences the price decision and profit of a two-sided market platform.•Developing a two-sided market pricing model to consider the ancillary services such as shipping service as well as intermediation services.•Suggesting how to allocate the e-commerce platform’s shipping fees and usage fees for maximizing profits based on the two-sided market theory.•Building up two-stage price allocation model considering cross-group externality to explain the activities of e-commerce platform operator, buyer and seller.•Providing implications for pricing strategies for the platform to apply, according to the degree of buyers’ sensitivity on the shipping fees and usage fees.•Providing influence of pricing strategies on the individual usage fees paid by sellers and buyers.
论文关键词：E-commerce,Shipping service,Two-sided market,Pricing strategy
论文评审过程：Received 25 February 2020, Revised 5 July 2021, Accepted 27 August 2021, Available online 1 September 2021, Version of Record 14 September 2021.
论文官网地址：https://doi.org/10.1016/j.elerap.2021.101088
