Applied Microeconomics Seminar Series
发布日期：2024-10-19讲座题目：Quantifying Static and Intertemporal Network Effects of Heterogeneous Shops on Digital Food Delivery Platforms
报告人:周晓岚
内容摘要：Many platform strategies rely on the network effects on platforms. Using data from Alibaba Group’s digital food delivery, Ele.me, we build a structural model for digital food delivery platforms. This model comprises a static framework for shop price competition and a dynamic framework for the platform user base. We find positive intertemporal demand spillover effects at the platform level. On the platform, the cooked and fresh food sectors act as static substitutes but dynamic complements. The magnitudes of static/intertemporal network effects of heterogeneous shops are particularly pronounced of shops with high net gross merchandise volume (GMV). A top-performing shop generates much higher net GMV than a medium-sized shop for a platform: on average, a top shop in the cooked food sector effects 16 times net GMV of a medium-high shop in the same sector and 132 times net GMV of a medium-high shop in the fresh food sector. Our model can be used to evaluate platform strategies in the short and long run, such as quantifying the network effects of shops that differ in size or category, and tuning the platform's shop category composition strategically.
报告人简介：Dr. Zhou Xiaolan is a professor and doctoral director at the School of Economics, Shandong University. She graduated from Wuhan University and Yale University for her undergraduate and doctoral degrees respectively. Her research involves empirical industrial organisation, digital economy, microeconomics and so on. Her research results have been published in The Rand Journal of Economics, International Economic Review, Journal of Environmental Economics and Management, Journal of Industrial Economics, International Journal of Industrial Organization, and so on.
时间：2024年10月31日周四中午12:00-13:15
地点：学术会堂（南楼）608
