The effects Agency Selling on Reselling on Hybrid Platform
The effects Agency Selling on Reselling on Hybrid Platform
复制标题
代理销售对混合平台转售的影响
DOI：
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发表时间：
2019
影响因子：
5
通讯作者：
Song Peijian
中科院分区：
文献类型：
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作者：
Li Qi;Wang Quansheng;Song Peijian
许多网络零售平台已经开始以混合模式运营，即混合使用传统的转售模式（由平台所有者运营）和日益流行的代理销售模式（由附属代理卖家运营）来利用内部和外部资源。两类卖家互动合作，提高混合平台在网络市场的竞争力。虽然混合模式是一种必然趋势，有助于减轻转售的产品扩张负担，但转售也可能面临来自代理销售的销售蚕食。本文运用面板向量自回归方法实证研究了代理销售对转售的影响。研究结果表明，代理销售对转售有正向影响。代理卖方的数量可能会增加，而代理销售的市场集中度会削弱这种效应。此外，代理销售参与不利于代理销售对转售的积极影响，但具有统计学上的边际显著性。这些发现对于丰富双边市场理论，拓展组织间关系和合作理论具有重要的理论意义。此外，我们的研究结果还为平台所有者提供了几个关键的管理启示。
Numerous online retail platforms have begun to operate in a hybrid mode, which blends the use of a traditional reselling mode (operated by the platform owner) and increasingly prevalent agency-selling mode (operated by the affiliated agency sellers) to leverage internal and external resources. Two types of sellers interact and cooperate to improve the competitiveness of the hybrid platform in the online market. Although the hybrid mode is an inevitable trend that helps alleviate the burden of product expansion for reselling, reselling may also face sales cannibalization from agency selling. We empirically explore the effects of agency selling on reselling by using panel vector autoregression. Findings show that agency selling has a positive effect on reselling. The number of agency sellers may strengthen, whereas the market concentration of agency selling will weaken such effect. Furthermore, agency- selling participation is harmful to the positive effect of agency selling on reselling but is statistically marginally significant. These findings have important theoretical implications to enrich the two-sided market and extend the interorganizational relationship and coopetition theories. Moreover, our results also offer several crucial managerial implications for platform owners..