网络购物C2C平台盈利影响因素研究——基于垄断平台收取交易费的视角

Research on Factors Affecting Revenue of C2C Platforms——from the perspective of monopoly platform adopting trading fees

中国网络购物C2C平台经历了迅猛的发展,但是平台的盈利模式仍在探索中。很多具有平台特征的产业在发展过程中遇到的很多问题不能用现有的经济学理论解释,在这种情况下,国内外的学者提出了双边市场理论。结合网络购物C2C市场的产业特征,从双边市场的视角,推导出垄断平台对两边用户收取交易费时的定价公式,讨论了影响平台企业盈利的因素,建立实证模型,并利用eBay的数据对影响网络购物C2C平台盈利的因素进行实证研究。

Although China online shopping C2C industry has experienced significant development in recent decade, it still seems to be a long way to find the proper profit model. Many problems encountered during the develop-ment of this industry can＇ t be solved using traditional economy theory, and scholars have turned to a new theory, the two-sided market theory. From the perspective of two-sided market, pricing formula is deriver when platforms charge trading fee, the influence of key factors are discussed that affect the profit of the platforms, and empirical study on these factors using data from eBay is conducled.