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Role of Consumer Targeting in E-commerce Marketplaces:Sponsored Versus Organic Product Listing

Social Science Research Network(2020)

University of Texas at Dallas | University of Florida

Cited 2|Views8
Abstract
E-commerce marketplaces have been slowly replacing organic product listing with sponsored product listing in prominent positions of consumer search results. Marketplaces receive listing fees in addition to sales commission in sponsored listings, whereas they receive only the latter in organic listings. Moreover, marketplaces have access to vast amounts of consumer data which enables the marketplaces to target consumers profitably. We demonstrate that consumer targeting plays a central role in how the listing type affects various stakeholders. We show that marketplaces indeed have an incentive to switch to sponsored product listing from organic product listing, even though such a switch intensifies the price competition between sellers and reduces the marketplaces’ sales commission. The more intense price competition between sellers benefits consumers, but it, along with the listing fees, hurts sellers. The marketplace’s switch to the sponsored product listing hurts the social welfare by increasing the mismatch between preferred and purchased products for some consumers. The primary driver of these impacts is that the marketplaces’ incentive to precisely target consumers diminishes if they switch to sponsored product listing. An improvement in the targeting precision softens the price competition between sellers as well as the competition between them for the desirable slot in sponsored product listing; while the former effect increases the marketplace’s sales commission,the latter effect decreases listing fees. Therefore, when sales commission is the sole revenue source, as in the case of organic product listing, marketplaces have a higher incentive to improve targeting precision compared to when listing fees is also a revenue source, as in the case of sponsored product listing.
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要点】:本文研究了电商平台上消费者定位在赞助产品列表与有机产品列表中的作用,发现平台倾向于赞助列表,尽管这可能加剧卖家间的价格竞争并降低平台销售佣金,但赞助列表的精确定位激励较低,损害了社会福利。

方法】:通过分析电商平台上的产品列表方式,比较赞助产品列表和有机产品列表对消费者、卖家和电商平台的影响。

实验】:文章没有具体描述实验过程,但提出了通过改进定位精度来软化卖家间竞争的理论分析,并指出在仅依赖销售佣金作为收入来源的情况下,平台更有激励提高定位精度。数据集名称未提及。