第三方电子交易平台运营初期的定价策略——基于在线个人借贷市场的实证研究

Abstract

Abstract: According to the development of internet economy, the third-party electronic platform's pricing strategy plays a very important role in the early stage of the platform's development. However, there is little related empirical research based on the theory of two-sided market because of the lack of data. Based on the monopoly model built by Armstrong, the weighted two-stage least square method is used to empirically investigate how the users' inter-and intra-group network externalities and pricing strategies influence on the platform's profit from July 13^th 2009 to March 7^th 2011 on Prosper.com. The main results show that lenders and borrowers have both positive inter and intra-group network externalities.Further, user's price elasticity would be influenced by the pricing strategies and platform's development.And platform's profit has a negative relationship with user's price elasticity. The results show some characteristics of the third-party electronic market, as well as some shortages of current research about two-sided market.

Key words: two-sided market, pricing, online Peer-to-Peer lending, the third-party electronic market

CLC Number:

F273.2

QIU Jia-xian, LIN Zhang-xi, TONG Mu. Third-party Electronic Market’s Pricing Strategies in the Early Stage——An Empirical Study of Online Peer-to-Peer Lending Marketplace[J]. Chinese Journal of Management Science, 2014, 22(9): 57-65.

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Third-party Electronic Market’s Pricing Strategies in the Early Stage——An Empirical Study of Online Peer-to-Peer Lending Marketplace

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