Extending variety seeking to multi-sided platforms: Impact of new retailer listing

被引：4
作者：
Vakeel, Khadija Ali [1 ]
Fuduric, Morana [2 ]
Malthouse, Edward C. [3 ]
机构：
[1] Depaul Univ, Driehaus Coll Business, 1 E Jackson Blvd, Chicago, IL 60604 USA
[2] Univ Zagreb, Fac Econ & Business Zagreb, Trg JF Kennedyja 6, Zagreb 10000, Croatia
[3] Northwestern Univ, Medill Sch Journalism Media Integrated Mkt Commun, 1845 Sheridan Rd,Fisk Hall, Evanston, IL 60208 USA
来源：
JOURNAL OF RETAILING AND CONSUMER SERVICES | 2021年 / 59卷
关键词：
Multi-sided platform; Retail platforms; Variety seeking; Propensity scoring models; PRODUCT ASSORTMENT; INTERNET CHANNEL; MODEL; BEHAVIOR; MARKETS; CROSS; INFORMATION; EXPERIENCES; COMPETITION; VALUATION;
D O I：
10.1016/j.jretconser.2020.102382
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This study uses theories of variety seeking to examine how a new retailer listing on a multi-sided platform (MSP) affects consumer buying behavior. Using a unique dataset from an online MSP, we evaluate changes in purchase frequency with individual retailers after a new one is listed. Contrary to expectations, the results indicate that consumers increase their purchase frequency at existing retailers. Moreover, compared to consistency seekers, variety-seeking consumers show a higher positive effect as they buy even more. This result is observed for retailers in both competing and non-competing product categories. Finally, we discuss the theoretical contributions and implications for MSPs and retailers.
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页数：9
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