主題｜Topic：Quantifying Intertemporal Network Effects on Digital Food Delivery Platforms
時間｜Time：6月06日（周四）11: 00-12: 30
地點｜Venue：文澴樓709教室｜Class Room709，WENHUAN
主辦單位｜Organizer：澳门永利集团304官网手机
承辦單位｜Operator：北京大學-中南财經政法大學新結構經濟學研究中心
主講｜Speaker
周曉岚，山東大學經濟學院教授，獲耶魯大學經濟學博士學位、武漢大學經濟與數學雙學士學位。她的主要研究領域是産業組織經濟學、微觀經濟學、國際貿易。她的研究成果發表于 The Rand Journal of Economics，International Economic Review 等。
摘要｜Abstract
Many platform strategies rely on the network effects on platforms. Using granular geospatial data from Alibaba’s digital food delivery platform in the PRC, we build a structural model to estimate the static/intertemporal cross-group network effects (CNEs) of heterogeneous shops on consumers and delivery riders and the static/intertemporal same-side network effects (SNEs) of heterogeneous shops on other shops, incorporating shop price competition and intertemporal demand spillover effects at the platform level. We find positive intertemporal demand spillover effects at the platform level. The cooked food and fresh food sectors are static substitutes but dynamic complements to each other. The overall CNEs of shops on consumers and delivery riders are positive, and the SNEs of shops on other shops are likely to be all negative, while the magnitudes are larger for shops with higher net gross merchandise volume (GMV) in the cooked food sector. Setting a reasonable platform access standard for merchants could be beneficial to a platform. Our findings provide a potential explanation for the current platform access standards for merchants. Furthermore, we compare the effectiveness of proportional vs. unit price discounts in the cooked food sector only, the fresh food sector only, or both sectors. Raising the proportional rate and reducing the unit fees for both sectors marginally would increase platform profit in a static setting. From the perspectives of extensive margin, intensive margin and corporate social responsibility, a unit price discount on the fresh food sector only is likely to be most efficient for a platform to expand its market size, boost its total net GMV, and be socially responsible.
