Extending variety seeking to multi-sided platforms: Impact of new retailer listing (CROSBI ID 287711)
Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Vakeel, Khadija Ali ; Fudurić, Morana ; Malthouse, Edward C.
engleski
Extending variety seeking to multi-sided platforms: Impact of new retailer listing
This study uses theories of variety seeking to examine how a new retailer listing on a multi-sided platform (MSP) affects consumer buying behavior. Using a unique dataset from an online MSP, we evaluate changes in purchase frequency with individual retailers after a new one is listed. Contrary to expectations, the results indicate that consumers increase their purchase frequency at existing retailers. Moreover, compared to consistency seekers, variety-seeking consumers show a higher positive effect as they buy even more. This result is observed for retailers in both competing and non-competing product categories. Finally, we discuss the theoretical contributions and implications for MSPs and retailers.
Multi-sided platform ; Retail platforms ; Variety seeking ; Propensity scoring models
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Podaci o izdanju
59
2021.
102382
9
objavljeno
0969-6989
1873-1384
10.1016/j.jretconser.2020.102382