Hotelling竞争环境下网购平台的质量监控

Quality control behavior of online shopping platform under hotelling competition

为探索平台间存在相互竞争的环境下网购平台企业对在线卖方产品质量的诚信监控行为,基于双边市场理论,通过建立Hotelling模型研究了在注册费、交易费和两步费三种常见的定价方式中,网购平台的质量监控行为.通过博弈分析,结果表明:在三种收费方式中,平台之间围绕在线卖方、在线消费者资源的竞争会促进网购平台提高质量监控力度,但网购平台出于自身利益的考虑有积极性去增加平台之间对在线卖方和消费者资源的垄断性.文章认为应该对网购平台市场进行规制,保证网购平台之间对双边用户均存在竞争,且促使网购平台之间围绕双边用户的竞争程度由双边用户之间的网络交叉外部性所决定.

In order to explore the quality control behavior of online shopping platform companies on the online seller's products under mutually competitive environment between platforms, based on the two-sided markets theory, this paper assumes that two online shopping platforms under two-sided markets face Hotelling competition, and under the assumption, the quality control behavior of online shopping platform with three common pricing methods including registration fees, transaction fee and two-step fees were studied through establishment of Hotelling model. Using game theory analysis method, the results show that among the three types of charging methods, the competition between online sellers and online consumers resources between platforms will promote the quality of online shopping platform monitoring, but online shopping platform out of self-inters considerations have the enthusiasm to increase the monopoly of online sellers and consumer resources. The paper believes that the market of online shopping platform should be regulated to ensure that there is competition between online shopping platforms around the two-sided users, which should be determined by the intersecting externalities between the two-sided users.