Data-driven mergers and personalization
Data-driven mergers and personalization
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数据驱动的合并和个性化
DOI：
10.1111/1756-2171.12398
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发表时间：
2022
影响因子：
2.3
通讯作者：
and Noriaki Matsushima
中科院分区：
文献类型：
--
作者：
Zhijun Chen;Chongwoo Choe;Jiajia Cong;and Noriaki Matsushima
本文研究涉及大量消费者数据的科技并购。此次合并通过消费协同将数据收集和数据应用市场连接起来。由于消费协同和数据个性化，数据应用市场中存在特定于合并的效率增益。数据收集市场的价格下降，但数据应用市场的价格普遍上升，因为通过个性化定价可以提取效率收益。当消费协同效应足够大时，合并会导致两个市场的垄断。我们将讨论包括各种合并补救措施在内的政策影响。
This article studies tech mergers that involve a large volume of consumer data. The merger links the markets for data collection and data application through a consumption synergy. The merger‐specific efficiency gains exist in the market for data application due to the consumption synergy and data‐enabled personalization. Prices fall in the market for data collection but generally rise in the market for data application as the efficiency gains are extracted away through personalized pricing. When the consumption synergy is large enough, the merger can result in monopolization of both markets. We discuss policy implications including various merger remedies.