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市场营销学系学术讲座

 

时   间：2023年11月7日（周二）13:30-15:00

地   点：思源教授楼624室

主   题：For-Sale-By-Owner Platforms and Intermediation Pricing: Evidence from a Natural Experiment

主讲人：王琦缘，香港理工大学市场营销助理教授

主持人：庄 雷，复旦大学管理学院青年副研究员

摘   要：

Intermediary agents play a crucial role in connecting sellers and buyers across various markets. However, the emergence of digital platforms has provided more affordable channels for direct transactions, challenging the dominance of agents. In this study, we examine the impact of a for-sale-by-owner (FSBO) platform on real estate agents' listing prices. By utilizing a natural experiment in China, we find that the introduction of the FSBO platform leads to a 2.8% decrease in listing prices, a percentage comparable to the commission rate typically charged by agents. The cost advantage provided by the FSBO platform appears to be the primary driver behind this price drop, rather than selection bias in listings. Further, the impact of reduced listing prices extends to the final sales price of the properties. These findings carry important policy implications for competition regulation of intermediaries.

简   介：

王琦缘目前为香港理工大学市场营销助理教授，2021年博士毕业于加拿大英属哥伦比亚大学，研究方向为网络平台，共享经济，互联网医疗，研究成果已在《Marketing Science》，《International Journal of Research in Marketing》，《管理世界》，《南开管理评论》等国内外重要期刊发表。

市场营销学系

2023-10-31