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首页> 外文期刊>International Journal of Electronic Commerce >The Effects of Agency Selling on Reselling on Hybrid Retail Platforms
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The Effects of Agency Selling on Reselling on Hybrid Retail Platforms

机译：机构销售对混合零售平台转售的影响

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摘要

Numerous online retail platforms have begun to operate in a hybrid mode, which blends the use of a traditional reselling mode (operated by the platform owner) and increasingly prevalent agency-selling mode (operated by the affiliated agency sellers) to leverage internal and external resources. Two types of sellers interact and cooperate to improve the competitiveness of the hybrid platform in the online market. Although the hybrid mode is an inevitable trend that helps alleviate the burden of product expansion for reselling, reselling may also face sales cannibalization from agency selling. We empirically explore the effects of agency selling on reselling by using panel vector autoregression. Findings show that agency selling has a positive effect on reselling. The number of agency sellers may strengthen, whereas the market concentration of agency selling will weaken such effect. Furthermore, agency- selling participation is harmful to the positive effect of agency selling on reselling but is statistically marginally significant. These findings have important theoretical implications to enrich the two-sided market and extend the interorganizational relationship and coopetition theories. Moreover, our results also offer several crucial managerial implications for platform owners.
机译：许多在线零售平台已经开始以混合模式操作，混合使用传统转售模式（由平台所有者操作）和越来越普遍的代理销售模式（由附属机构销售商运营）以利用内部和外部资源。两种类型的卖家互动并合作，以提高在线市场的混合动力车平台的竞争力。虽然混合模式是一种不可避免的趋势，有助于减轻产品扩张的负担，以便从机构销售中面临销售分化。我们经验探索了使用面板向量自回归的代理销售对转售的影响。调查结果表明，代理商销售对转售具有积极影响。代理商销售人员的数量可能会加强，而机构销售的市场集中将削弱这种效果。此外，销售参与对机构销售在转售时的积极效果有害，但在统计上略微显着。这些发现具有重要的理论意义，以丰富双面市场，扩大内无营合作关系和合作理论。此外，我们的业绩还为平台所有者提供了几个至关重要的管理含义。

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