声誉
网络效应
独创性
社交网络(社会语言学)
采购
计算机科学
业务
微观经济学
营销
产业组织
社会化媒体
经济
社会科学
万维网
政治学
社会学
创造力
法学
出处
期刊:Industrial Management and Data Systems
[Emerald (MCB UP)]
日期:2023-12-25
标识
DOI:10.1108/imds-06-2023-0356
摘要
Purpose Due to the cross-network effect, two-sided users communicate with each other, producing a coupling network. To study the spread of platform self-operation in two-sided users' marketing and purchasing tactics, this paper considers the differences in reputation acquired by platform-owned and third-party operating channels. Design/methodology/approach This study proposes a two-layer network with cross-network links: one layer represents the social network of consumers, while the other layer represents the competitive network of buyers. A closed system of differential equations, based on the binary dynamics of the stochastic network, is developed to study the trend and stability points of the platform self-operation dissemination. Then the overall benefits of platform are analyzed to unify the platform diffusion and pricing strategies. Findings The degree of difference in social influence and cross-network effects affect diffusion synergistically. Cross-network effects hinder diffusion when there is a significant difference of social influence between consumers and sellers but promote diffusion when there is little difference of social influence between consumers and sellers. Additionally, the network weights and reputation gap exhibit a nonlinear correlation with diffusion. For pricing strategy of the platform, it can achieve maximum profit when the pricing of self-operated goods and third-party-operated goods is equal. Originality/value This study considers the complex network architecture created by bilateral markets and the dynamic influence of group interactions on product. Additionally, this study takes reputation into account when considering the price and dissemination tactics of various operating channels, offering guidelines for platforms to control merchants and mediate disputes between various operating channels.
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