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Referral strategy of e‐commerce platform under different selling modes.
- Source :
- Managerial & Decision Economics; Sep2023, Vol. 44 Issue 6, p3451-3484, 34p
- Publication Year :
- 2023
-
Abstract
- This study considers a market comprising two suppliers and one e‐commerce platform. The two competitive suppliers sell products to consumers through the platform. The platform can choose three selling modes: reseller, market, and mixed. Additionally, we consider two referral strategies—namely, exclusive and nonexclusive recommendations—and build a three‐party Stackelberg game model. Per the findings, the difference in the players' decision‐making results exhibits an essential relationship with the recommendation market's initial size. A counterintuitive result is that the product price is not affected by the commission rate in the market mode. This provides referential insights for platforms and suppliers. [ABSTRACT FROM AUTHOR]
- Subjects :
- ELECTRONIC commerce
PRICES
RELATIONSHIP marketing
CONSUMER goods
SUPPLIERS
Subjects
Details
- Language :
- English
- ISSN :
- 01436570
- Volume :
- 44
- Issue :
- 6
- Database :
- Complementary Index
- Journal :
- Managerial & Decision Economics
- Publication Type :
- Academic Journal
- Accession number :
- 169707868
- Full Text :
- https://doi.org/10.1002/mde.3890