온라인쇼핑플랫폼의 경쟁우위요소와 균형 분석

• 영문명: An Economic Analysis of Platform Competition in Online Shopping Market: Search vs Delivery
• 발행기관: 한국무역연구원
• 저자명: 유한욱(Han-Wook Yoo) 김원식(Weon-Seek Kim)
• 간행물 정보: 『무역연구』제17권 제5호, 199~218쪽, 전체 20쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2021.10.30

영문 초록

Purpose This paper aims to analyze competition between two online shopping platforms. Each platform is equipped with individual advantageous factor, search or delivery. Design/Methodology/Approach We set up a platform competition model based on the Hotelling location model and characterize a Nash equilibrium. Buyer group of single-homing, seller group of multi-homing and two platforms live in a one-unit-long city. Two platforms intermediate two groups and charge fees by 1st degree price discriminatory schedule. Findings First, the platform with search-advantage dominates in buyer’s market and seller’s market as it catches up delivery networks. Second, the public revelation of search algorithm can prevent search-advantage’s dominance. However, the public revelation of search algorithm also runs a risk of favoring the delivery-advantaged platform when it keeps delivery-advantage. Third, buyers’ surplus is maximized when each market is separately dominated, buyer’s market by the search-advantaged platform and seller’s market by the delivery-advantaged. Research Implications Scope and timing of revealing search algorithm public need to be designed in harmony with magnitude of delivery advantage.

목차

Ⅰ. 서론

Ⅱ. 모형

Ⅲ. 경쟁균형 분석

Ⅳ. 비교정태분석

Ⅴ. 결론

References

키워드

Algorithms Competition Delivery Network Online Platform Search Shopping