Pricing strategies of registration system and transaction system in live broadcast platform

DOI10.1155/2022/6161781MaRDI QIDQ2073582zbMATH OpenOpenAlexFDO

Authors Rong Zhang, Ying Xu, Bin Liu

Publication date 2 February 2022

Published in Discrete Dynamics in Nature and Society (Search for Journal in Brave)

Copyright license Creative Commons Attribution 4.0 International

Full work available at URL https://doi.org/10.1155/2022/6161781

Mathematics Subject Classification ID

Applications of game theory (91A80) Auctions, bargaining, bidding and selling, and other market models (91B26)

Review text

Summary: This paper investigates a supply chain consisting of the monopoly live broadcast platform, content producers, and consumers. Based on the two-sided market theory, the platform's pricing strategies and their analysis are considered under the registration system and the transaction system. Firstly, it shows that platform users' scale and profit are positively correlated with the intergroup network externality from both sides and the intragroup network externality inside the consumer group and negatively correlated with the intragroup network externality inside the content producer group. Secondly, the platform profit, registration fee charged to content producers, and transaction fee charged to consumers are negatively correlated to the content production cost and positively related to consumers' content quality sensitivity coefficient. When consumers are more sensitive to content quality, they are positively correlated to content quality. Finally, the registration fee charged by the platform to consumers is positively correlated with the content production cost, negatively correlated with the content quality level, and positively associated with the consumer content quality sensitivity coefficient.

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Cites work

• Virtual operators competition in two-sided telecommunication market

Cited in

(4)

• Pricing and content development for online media platforms regarding consumer homing choices
• Pricing mode selection for the online short video platform
• Strategy analysis for a digital content platform considering perishability
• Pricing of platform service supply chain with dual credit: can you have the cake and eat it?

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