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Impact of Own Brand Product Introduction on Optimal Pricing Models for Platform and Incumbent Sellers

Information Systems Research(2022)SCI 2区SCI 3区

Univ Florida

Cited 12|Views22
Abstract
Sales on the e-commerce platform in the United States have experienced explosive growth and are projected to surpass $740 billion in 2023. The expansion of the platform’s traditional role as a reseller into an online marketplace and the introduction of its own brand products have stoked a huge fear among the incumbent sellers. The platform’s unfair anti-competitive practice further aggravates the situation. Consequently, politicians and regulators have proposed prohibiting platforms from introducing own brand products to protect the incumbent sellers. This study addresses two questions of critical interest to the policymakers and the incumbent sellers. First, how does the platform’s introducing its own brand product affect the incumbent sellers? Second, how effective is the proposed policy in terms of protecting the incumbent sellers? We examine the impact of the platform’s own brand introduction on the incumbent sellers under two prevailing sell-on and sell-to pricing contracts. We find that the proposed legislation “that prohibits platforms from both offering a marketplace for commerce and participating in that marketplace” does not have the desired outcome of helping the incumbent sellers. Instead, it forces the platform to adopt only the sell-to contract with its own brand introduction which hurts the sellers under most market conditions.
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Key words
own brand product,sell-on contract,sell-to contract,e-commerce platform,antitrust regulation
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要点】:本文研究了电商平台推出自有品牌产品对在售商定价模型的影响,并评估了相关立法保护在售商的效力。

方法】:研究通过分析两种主流的销售定价合同(卖给和卖掉),探讨了自有品牌产品推出对在售商的影响。

实验】:研究发现禁止平台在卖给合同下推出自有品牌产品能够使在售商受益,因为平台可能采取的最优策略会帮助在售商;若禁令同时适用于两种合同,平台可能会添加新品牌与在售商竞争,但在售商受益程度降低。实验未提及具体数据集名称。