Platforms' Search‐Pattern Preference: The Role of Assortment
研究数字平台在并行与顺序两种搜索模式间的偏好，发现搜索成本和品类多样性会影响平台选择，且卖家调整品类时偏好会反转。
ABSTRACT Many digital platforms provide a search environment for consumers to evaluate sellers' products. We investigate a strategic platform's preference over two classical search patterns—parallel versus sequential—keeping in check consumers' search behavior (how many products and attributes to evaluate) and sellers' strategies (price and assortment decisions). In the benchmark model with exogenous assortment level, our results show that the platform prefers a parallel (sequential) pattern when the search cost is small (large) or when the assortment level is high (low). However, when the assortment level is a decision by sellers, the platform's preference will be altered qualitatively: The platform prefers a parallel (sequential) pattern when the search cost is large (small), and the analytical predictions are generally consistent with observations in practice. We have identified several novel effects that are built on the fundamental difference between parallel and sequential patterns and use them to explain the platform's search‐pattern preference. Interestingly, our paper shows that the platform can strategically use operational means (assortment prevention effect) and marketing means (pricing prevention effect) to manipulate consumers' search to maximize its profit.