[论文]需求差异和平台上产品的销售

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本文从一个新的视角探讨了多边平台:平台的生命周期。作者指出,不同消费者对平台的接受时间是不一样的,有人爱尝新,也有人到了一定时候不得不接受一个平台。对于平台的另一端,企业,这就意味这消费者构成的差异。随着平台的成熟,消费意愿强烈的消费者占比下降,对企业不利。作者用英国电子游戏市场的数据检验了这一理论。作者考察了2000至2007年英国2921款属于不同游戏机平台的电子游戏产品的销量,发现如同理论所预测的,平台的成熟度与单个游戏产品销量呈负相关,平台的成熟度还会加剧新老IP游戏之间的差距。而这些效应在新平台出现后会进一步扩大。本文说明,消费者构成是我们理解平台经济的一个重要维度。

作者:J. Rietveld, J. P. Eggers。Demand Heterogeneity and the Adoption of Platform Complements, 工作论文,2016。

简介:“This paper offers a demand-based theory of how platform maturity affects the adoption of platform complements. We argue that differences between early and late adopters of the platform include willingness to pay for the platform-and-complement bundle, risk preferences, preference for novelty, and search behavior. These differences create heterogeneous demand conditions for complements that affect both average complement performance and variance in the types of complements that are more or less successful. Using a novel data set of 2,921 sixth-generation console video games, we find that platform maturity has a negative relationship on video games’ unit sales. Furthermore, as the platform matures, we find that the sales disparity between new intellectual property (IP) games and games based on existing video game properties or media tie-ins grows to the detriment of new IP games. We find that the sales disparity between superstar games and flops also widens as the platform matures. These effects are accentuated by the introduction of a next generation platform, which further skews the complement's customer pool as early adopters migrate away from the current generation platform. Robustness tests that control for unobserved heterogeneity help rule out alternative explanations and support our argument that these performance implications are truly driven by heterogeneity in demand.”

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