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华中科技大学管理学院李建斌Impact of Platform Owner’s Entry on Third-Party Stores

( 来源: 作者: 发布日期:2020-11-11 17:18)

汇报题目:Impact of Platform Owner’s Entry on Third-Party Stores    

Abstract :Online marketplaces thrive by offering products from a wide array of third-party stores. One major decision faced by the owners of online marketplaces is whether they should enter into the market and sell products directly to customers. Although a few game-theoretical models have addressed this issue, there is still no empirical research to guide the decisions of managers. To fill this gap, this paper empirically investigates the impact of a platform owner’s entry on the demand of third-party stores, as well as their potential reactions, using data from a Chinese e-commerce platform which supports both online and offline transactions. We establish several important findings. First, we find that the offline demand of competing third-party stores decreases with the entry of the platform, whereas their online demand does not change significantly. Second, we systematically investigate three potential mechanisms underlying the effects of platform entry in the online and offline channels: the competition effect, the spillover effect, and the disintermediation effect. We show that the decreased offline demand results from third-party stores’ defensive strategy to divert their offline customers away from the platform (i.e., disintermediation), rather than from the defection of customers under competition. Third, in contrast to the prior finding from mobile app platforms, we find that the demand of larger third-party stores decreases more with the entry of the platform, suggesting that the effect of platform entry is context dependent. Our study suggests that, while making entry decisions, platform owners should consider the nature of their marketplaces (i.e., whether the competition among sellers is exclusive), as well as the potential reactions from third-party sellers.


    李建斌 :男,华中科技大学管理学院 教授、博导,教育部青年长江学者,华中卓越学者。 生产运作与物流管理系主任,华中大-卓志跨境电商研究中心主任。国家自然科学家基金 重点项目主持人,入选第十二批“3551光谷人才计划”(创新创业) 。主要研究领域为物流与供应链管理、电子商务供应链优化及医药供应链管理。目前在国际商学院UTD24顶级期刊 Information System Research、Productions and Operations Management发表3篇论文、在一流SCI/SSCI期刊Decision Sciences、Naval Research Logistics、IEEE-TEM、JME、Omega、TRE、EJOR、IJPE、IJPR等及国内管理科学学报、中国管理科学、系统工程理论与实践等权威期刊发表接受60多篇文章。曾获首届华人学者管理科学实践奖、湖北省楚天学者、教育部新世纪优秀人才;中国物流学会优秀论文一等奖及青年新锐奖;已结题自科青年基金项目后评估为特优。