Digital and Mobile Commerce

Loading...

Media is loading
 

Paper Number

2525

Paper Type

short

Description

Third-party e-marketplace platforms’ prosperity results in more sellers engaging in multihoming. However, leveraging on multihoming to expand market size is a challenge for sellers as products that perform well in one platform may not be suitable with the other platform. Moreover, existing literature’s discussion about product satisfaction is only based on information products. As such, anchoring on optimal distinctiveness theory, this study tends to understand how tangible product sellers utilize platform functions to increase product satisfaction across platforms. Specifically, this study classifies function usage difference into product-related and process-related function difference, then empirically examines their nuanced effect on cross-platform product satisfaction. Furthermore, this study considers the moderating role of product overlap. By using natural language processing method, this study aims to extract cross-platform product satisfaction from review information. This study will test research hypotheses by using a fixed-effects model. The current study hopes to generate insights for tangible product sellers to configure the strategy of function usage difference and product overlap in multihoming.

Comments

22-Digital

Share

COinS
 
Dec 12th, 12:00 AM

Optimal Distinctiveness about Platform Function Usage in Multihoming: Moderating Role of Product Overlap

Third-party e-marketplace platforms’ prosperity results in more sellers engaging in multihoming. However, leveraging on multihoming to expand market size is a challenge for sellers as products that perform well in one platform may not be suitable with the other platform. Moreover, existing literature’s discussion about product satisfaction is only based on information products. As such, anchoring on optimal distinctiveness theory, this study tends to understand how tangible product sellers utilize platform functions to increase product satisfaction across platforms. Specifically, this study classifies function usage difference into product-related and process-related function difference, then empirically examines their nuanced effect on cross-platform product satisfaction. Furthermore, this study considers the moderating role of product overlap. By using natural language processing method, this study aims to extract cross-platform product satisfaction from review information. This study will test research hypotheses by using a fixed-effects model. The current study hopes to generate insights for tangible product sellers to configure the strategy of function usage difference and product overlap in multihoming.

When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.