The optimal pricing strategy for two-sided platform delivery in the sharing economy

被引:169
作者
Kung, Ling-Chieh [1 ]
Zhong, Guan-Yu [1 ]
机构
[1] Natl Taiwan Univ, Dept Informat Management, 1,Sect 4,Roosevelt Rd, Taipei 10617, Taiwan
关键词
Sharing economy; Delivery service; Two-sided platform; Network externality; Game theory; NETWORK EXTERNALITIES; COMPETITION;
D O I
10.1016/j.tre.2017.02.003
中图分类号
F [经济];
学科分类号
02 ;
摘要
Nowadays many platforms emerge to provide delivery services by having independent shoppers to deliver groceries from independent retailers to consumers. To understand how to price this service, we formulate a two-sided platform's profit maximization problem by considering network externality. We focus on three pricing strategies, membership-based pricing, transaction-based pricing, and cross subsidization. When time discounting is absent and consumers' order frequency is price-insensitive, it is shown that these three strategies are equivalent. As membership-based pricing collects money the earliest and maximize price-sensitive order frequency, our analysis explains some platforms' promotion of it. (C) 2017 Elsevier Ltd. All rights reserved.
引用
收藏
页码:1 / 12
页数:12
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