... of users’ behavior in two-sided markets, and provide guidance related to advertising strategy. Advertising strategy Active degree of users’ behavior Two-sided market VAR B2B electronic market Key Project of National Social Science Foundation 21ZDA026 the Key Project of National Social...

... the service, this study aims to fixate on the seller’s problems and builds a series of profit maximization models in accordance with the two-sided market pricing theory within a platform business model. Design/methodology/approach In the present study, some optimization models are built in the two-sided...

...Xiaoling Li; Xingyao Ren; Xu Zheng Purpose – This paper aimed to analyze the short- and long-term effects of the breadth and depth of seller competition on the performance of platform companies, and investigated the underlying mechanisms of customers’ two-sided marketing tactics on the structure...