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HASHIMOTO MASATAKA
Department Professional Graduate School , Graduate School of Global Business Position Professor |
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| Language | Japanese |
| Publication Date | 2014/03 |
| Type | Academic Journal |
| Peer Review | Peer reviewed |
| Title | A Study of Online Shopping Mall Strategy: From Viepoint of Two-sided Market Pricing Strategy. |
| Contribution Type | Sole-authored |
| Journal | Direct Marketing Review |
| Journal Type | Japan |
| Publisher | The Japan Academic Society of Direct Marketing |
| Volume, Issue, Page | (13),pp.32-46 |
| Responsible for | pp.32-46 |
| Author and coauthor | Masataka Hashimoto |
| Details | In recent years, some online shopping malls embraced strategy of pricing in a characteristic manner, i.e. starting-up store cost-free or freight-free strategy. How dose the strategy have impact on profit performance of those online business farms? Online shopping business has a feature of platform business and it's externalities are two-sided. Online shopping business must devotes much attention to it's model, because consumer and the virtual shops interact via the platform, where one group's profit from participating a platform depends on the size of the other group that participates the platform. To making effective use of those externalities, online shopping business farm must determine better if not the best price allocation to the two sided-markets participating the platform. This paper builds a model of online shopping business from viewpoint of platform business, two-sided markets and it's effect of externalities. |