Flagship Entry in Online Marketplaces
研究了在线市场中品牌旗舰店入驻对消费者、平台和卖家的影响，发现入驻通过扩大选择、加剧价格竞争和改善消费者感知带来好处，但会挤占同品牌其他卖家的销售。
ABSTRACT In this paper, we empirically study how flagship entry in an online marketplace affects consumers, the platform, and various sellers on the platform. We find flagship entry may benefit consumers by expanding the choice set, by intensifying price competition within the entry brand, and by improving consumer perception for parts of the platform. In the meantime, flagship entry cannibalizes the sales of same‐brand sellers, while other brands may gain as the buyer base expands on the platform. Counterfactual simulation suggests that flagship entry improves the gross merchandise value (GMV) of the platform and overall consumer welfare in most cases.