贸易经济系学术讲座系列2023年第3讲

来源：贸易经济系

主 题：Fostering Long-tenured Seller Value Creation:A Field Experiment on an Online Marketplace

主讲人：袁哲（浙江大学经济学院博士生）

时 间：2023年4月6日（周四）上午10:00

地 点：线上会议室

语 言：中/英文

讲座摘要：

After decades of growth, long-tenured sellers have become a major part of the market share on mature e-commerce platforms. On the one hand, while these long-tenured sellers significantly contribute to platform sales volume, they gradually lose motivation to actively create value for the e-commerce market. On the other hand, e-commerce platform designers usually focus on new seller recruitments in order to take advantage of the cross-side network effect. Thus, as new seller entry slows down, mature platforms start to focus on designs that incentivize long-term value creation from existing sellers. In this study, we collaborated with one of the world's largest e-commerce platforms to examine the consequences of a new design in which the platform displays "long-tenured" tags on search engine results to emphasize sellers' tenure credits. A randomized experiment involving over 14 million customers was conducted to test the effects of the new design. The results showed that tagging long-tenured sellers led to significant increases in customer clicks and purchases in the short run, and motivated long-tenured sellers to increase product releases and category expansions in the long run. Further investigations revealed a reputation spillover effect from the tagged sellers to their long-tail products. This effect incentivized long-tenured sellers to introduce new products and expand categories in the long run. In addition, the tag also reduced moral hazard. Sellers introduced products with better ratings and lower refund rates after being rewarded a tag.

主讲人简介：

袁哲博士，浙江大学经济学院百人计划研究员，毕业于北京大学、多伦多大学。袁哲的专业方向是产业经济和数字经济，主要兴趣包括网络经济（航空网络与电信网络），平台经济（平台增长与平台治理），和数据价值与数据隐私。他的论文发表（或即将发表）于AEJ-micro, Management Science等国际顶尖刊物刊物，主持国家青年自科项目，参与多项国家自科重大课题。

* 如有参会需求，请于2023年4月6日8点前，将您想参与的讲座名称，以及您的姓名、手机号码、学校/单位发送至dengfei@rmbs.ruc.edu.cn，以便及时为您开通旁听权限。

• 上一篇：财务与金融系学术讲座系列2023年第6讲
• 下一篇：市场营销系学术讲座系列2023年第3讲