S-Space College of Business Administration/Business School (경영대학/대학원) Dept. of Business Administration (경영학과) Theses (Master's Degree_경영학과)
Critical Factors for Platforms' Profit in Access Fee Charging Two-Sided Market
가입비를 부과하는 양면시장에서 플랫폼 수익에 영향을 주는 주요인들에 대한 연구
- 경영대학 경영학과
- Issue Date
- 서울대학교 대학원
- Cross group network externality; within group network utility; platform differentiation; transportation cost; access fee
- 학위논문 (석사)-- 서울대학교 대학원 : 경영학과, 2014. 2. 오정석.
- In many of two-sided market studies, network externality has been the most attention receiving variable. Li et al. suggested in their work that if platform does not differentiate itself enough, attempt to increase network externality could actually harm platforms profit. In this work, a model was designed to accommodate buyer side access fee, which was not considered in Li et al.s model.
Examining newly constructed model, several implications are derived. There are difference makers in each of optimization cases
also no-difference makers. Moreover access fee differences cause uncertainties that are possible to control with platforms access fees for either seller or buyer. Furthermore the finding of common no-difference maker could free platforms from what these no-difference makers represent. Also application of the results to case of professional SNS shows access fee discount of certain platform could be an unnecessary discount.
This paper contribute to two-sided market study by providing hints of where to allocate its resource and where not to
also gives shows how each of variables are related and even interacts (particularly seller side access fee and buyer side access fee). Furthermore, the study verifies result of Li et al.s study and shows their result might be lack of generality.