한국경영과학회지 (Journal of the Korean Operations Research and Management Science Society)

  • 제34권1호
  • /
  • Pages.85-100
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  • 2009
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  • 1225-1119(pISSN)
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  • 2733-4759(eISSN)
한국경영과학회 (The Korean Operations Research and Management Science Society)
권호 표지

판매자간 경쟁과 구매자간 경쟁을 고려한 온라인 마켓플레이스의 수수료 구조 분석

Analyzing Fee Structure of Online Marketplaces Based on Competition among Sellers and Competition among Buyers

  • 정영조 (한국과학기술원 테크노경영대학원) ;
  • 장대철 (한국과학기술원 테크노경영대학원) ;
  • 안병훈 (한국과학기술원 테크노경영대학원)
  • 발행 : 2009.03.31
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초록

An online marketplace, such as eBay, is an example of two-sided markets. In online marketplaces, there are transactions between sellers and buyers and direct competition effects among sellers and among buyers. Previous research on two-sided market has not handle these competition effects and mostly focused on indirect network externalities between sellers and buyers. We analyze the fee structure of an online marketplace considering direct competition effects among sellers and among buyers. We find that when fees for sellers and buyers can be imposed, an auction or fixed-pricing rule can be chosen according to the characteristics of a product traded. But when only fees for sellers can be imposed, an auction can be taken as a trading mechanism solely.

키워드

참고문헌

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