学术活动

平台参与的涟漪效应

发布时间:2025-01-20
1月
17
时间和日期
2025-01-17 (星期五) 10:30 上午 - 12:00 下午

标题:

平台参与的涟漪效应

日期和时间: 

2025年1月17日(周五)
10:30-12:00

地点

综合教学楼D504会议室

主讲人:

沈俏蔚教授
北京大学光华管理学院
摘要:

Digital platforms, such as e-commerce and peer-to-peer sharing platforms, often take an active role in assisting sellers with product descriptions, pricing, quality checks, and selling processes. While this platform participation benefits direct adopters, its impact on nonadopters, the entire platform, and the long-term impact on adopters remains unclear. We address this gap by examining a natural experiment in which a platform launched a platform-participated submarket to assist sellers. We find that the platform participation improves adopters' sales performance and listing behaviors. It also has a long-lasting effect beyond the platform-participated market as adopters learn from the platform practices and adjust their future behaviors. Interestingly, nonadopters experience a U-shaped effect: they are negatively impacted when the adoption rate is low but benefit when the adoption rate is high. Platform-level analyses reveal a similar nonlinear relationship: with a low adoption rate, platform-wide sales performance drops and sales concentration increases, while a higher adoption rate leads to improved overall sales performance and decreased sales concentration. Regardless of the adoption rate, both the platform and buyers benefit from improved listing behaviors among adopters and nonadopters alike. These findings have important implications for platform designers and policymakers concerned about the anticompetitive effects of platform participation.

主讲人简介:

沈俏蔚为北京大学光华管理学院市场营销系教授,教育部长江学者特聘教授。她的研究领域包括企业与消费者决策的量化模型,社交与新媒体以及营销策略等。多篇论文发表于Marketing Science 和 Management Science等管理学领域国际顶级学术期刊, 并获2014年度美国运筹学与管理学协会 (INFORMS)营销科学John Little最佳论文提名奖。2017年获国家自然科学基金优秀青年科学基金。目前为国际顶级学术期刊 Marketing Science,Journal of Marketing以及International Journal of Research in Marketing 的编委会成员,中国高等院校市场学研究会秘书长。她于2008年获得美国加州大学伯克利分校(UC Berkeley) 市场营销专业博士学位,此前获得北京大学经济学学士、硕士学位。2008年至2015年任教于美国宾夕法尼亚大学沃顿商学院,2015年秋至今任教于北京大学光华管理学院。