Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 59, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2020.102382
Keywords
Multi-sided platform; Retail platforms; Variety seeking; Propensity scoring models
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Funding
- Northwestern University's Medill Spiegel Research Center
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The study found that consumers increase their purchase frequency at existing retailers after a new retailer is listed on a multi-sided platform, especially for variety-seeking consumers. This effect holds for retailers in both competing and non-competing product categories.
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.
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