摘要
平台运营模式成功的关键点在于增强网络效应,并且区块链赋能使得平台供需信息从原有中心化共享转为分布式共享。提升平台交易的信息透明度、用户转化率和复购率等,重构电商平台双边用户的网络效应,影响平台定价策略,进一步影响平台三方利润。本研究将区块链赋能下电商平台网络效应的重构描述为网络节点度的减小和强度的增加两方面,并构建传统平台和区块链赋能平台2种模式下的定价模型,对比分析区块链对电商平台、商家和消费者三方效用的影响以及最优定价策略。研究结论表明:区块链赋能平台模式下,双边用户的效用均高于传统平台模式;区块链对网络效应的重构有助于平台双边用户进一步扩大交易额和收益,同时平台倾向于更低的定价策略,区块链成为提升平台治理效能的重要技术。
The key to the operation of e-commerce platform is network effect.Blockchain enabling enables the platform supply and demand information to be transferred from the original centralized sharing to distributed sharing, improves the information transparency, user conversion rate and repurchase rate of platform transactions, reconstructs the network effect of bilateral users of e-commerce platform, affects the platform pricing strategy, and further affects the profits of the three parties of the platform.This research describes the reconstruction of e-commerce platform network effect under blockchain enabling as the reduction of network node degree and the increase of network strength, and constructs pricing models under the two modes of traditional platform and blockchain enabling platform, to compare and analyze the impact of blockchain on the third-party utility of e-commerce platform, merchants and consumers, as well as the optimal pricing strategy.The research conclusion shows that under the blockchain enabling platform mode, the utility of bilateral users is higher than that of traditional platform mode;The reconstruction of blockchain’s network effect will help bilateral users of the platform to further expand their trading volume and revenue.At the same time, the platform tends to adopt a lower pricing strategy.Blockchain has become an important technology to improve the platform’s governance efficiency.
作者
王静
李永林
WANG Jing;LI Yonglin(School of Management,Shanghai University of Engineering Science,Shanghai 201620,China)
出处
《技术与创新管理》
2023年第1期69-76,共8页
Technology and Innovation Management
基金
教育部人文社会科学研究项目青年基金项目(21YJC630068)。
关键词
电商平台
区块链
网络效应
效应重构
ecommerce platform
blockchain
network effect
effect reconstruction
