Should competing sellers adopt the data analytics service to enable product improvement in online marketplace  

作　　者：Danyu Liang Minqiang Li Haiyang Feng Nan Feng 

机构地区：[1]College of Management and Economics,Tianjin University,Tianjin,300072,China [2]Laboratory of CACMS,Tianjin University,Tianjin,300072,China

出　　处：《Journal of Management Science and Engineering》2024年第3期390-418,共29页管理科学学报（英文版）

基　　金：supported by the Major Program of National Natural Science Foundation of China(No.72394373);the National Excellent Youth Fund of National Natural Science Foundation of China(No.72022012);the Key Program and General Program of National Natural Science Foundation of China(No.72231004,No.71871155 and No.71971153).Authors are very grateful to the editor and all reviewers whose invaluable comments and suggestions substantially helped improve the quality of our paper.

摘　　要：More and more marketplace platforms choose to use the data gathered from consumers(e.g.,customer search terms,demographics)to provide a data analytics service for third-party sellers,both encouraging innovations and improving the operations of the latter.Through adopting the data analytics service,a seller can enhance its competitiveness by improving the quality of its products when there is more than one seller offering substitutes.This study develops a game-theoretic model to characterize a scenario with a marketplace platform and two competing sellers that sell substitutable products and decide whether to adopt the data analytics service provided by the platform.Then,we find that a seller's decision of whether or not to purchase the service depends on the competitor's decision and the two sellers'absorptive capacities of knowledge.Furthermore,a seller can benefit from adopting the data analytics service only if the seller has a high absorptive capacity,which can help increase product quality.When only one seller adopts,the platform and competing sellers can benefit from the adoption if this seller's absorptive capacity is high and the other's is moderate.The sellers'interests and social welfare can be aligned unless both sellers'absorptive capacities are low or high.

关 键 词：Marketplace platform Data analytics Seller's adoption strategy Absorptive capacity Duopoly market 

分 类 号：TP311.13[自动化与计算机技术—计算机软件与理论] F12[自动化与计算机技术—计算机科学与技术]