The Effect of Online Shopping Platform Strategies on Search, Display, and Membership Revenues
Journal of Retailing(2018)
摘要
•Performance implications of buyer and seller strategies vary by revenue sources.•Direct traffic buyers generate the most display ad revenue for the platform.•Organic traffic buyers yield more search ad revenue than direct traffic buyers.•Sellers’ uses of value-added services generate the most membership fee revenue.•The revenue effect of these strategies increases after upmarket repositioning.
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关键词
Search advertising,Display advertising,Membership fee,Two-sided markets,Online shopping platforms,Upmarket repositioning
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