信息管理与商业智能系学术讲座

时   间：2022年09月27日 13：30-15：30

线   上：腾讯会议号：280 196 580，密码：123456

线   下：李达三楼105室

主持人：信息管理与商业智能系 卫学启  副教授

题   目：First-party Content and Market Concentration on a B2B E-commerce Platform –Theory and Empirical Evidence

摘   要：The value of complementary first-party content (CFPC), which empowers both suppliers and buyers by expanding demand and cutting operating costs in the B2B E-commerce platform settings, has attracted more attention in recent E-commence research. In this research, we build analytical models based on Cournot competition model to analyze the impact of substitutive first-party content (SFPC) on platform-based market concentration at different CFPC levels and explore the mechanism behind the third-party sellers’ inconsistent responses to SFPC at different CFPC levels. We further use a unique dataset to validate our analytical findings. We find that at a low CFPC level, increased use of SFPC by the platform crowds out third-party sellers with fewer products posted which leads to a more concentrated market. On the contrary, when CFPC level is high, the response of third-party sellers to increased use of SFPC is reversed - they fight back by posting more products on the platform. As a result, the market becomes less concentrated. To our best knowledge, our research is among the first to explore the strategic use of SFPC and its impact on market concentration in a B2B E-commerce platform context.

Keywords: B2B E-commerce platform, First-party content, Third-party sellers, Market Concentration

信息管理与商业智能系

2022-9-21