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Ahn,Dae-Yong,Lee,Jinyong 한국상품학회 2015 商品學硏究 Vol.33 No.6
This paper is an empirical examination of the reputation, business-stealing and income effects that pervade co-purchasing product networks. Co-purchasing between a pair of products refers to a situation where the two products are frequently purchased together (but not necessarily at the same time). Online retailers frequently use co-purchasing relationships as a basis for recommending products to their customers. (For example, Amazon has the section“Customers Who Bought This Item Also Bought” for its products.) How effective is this strategy? What features of co-purchasing product networks can be used to promote the sales of a given product? These are the empirical questions of our study. To this end, we use the data collected fromAmazon.com, which has threemajor components: (1) sales ranks (as ameasure of relative sales), (2) online reviews by customers (as a proxy for product quality), and (3) co-purchasing product networks (from “Customers Who Bought This Item Also Bought”). We construct two sets of features for co-purchasing networks: One contains the number, the average product rating, and the average sales rank, of co-purchased products, and the other contains the same variables for co-purchased products with a two degrees of separation (co-purchased products of co-purchased products).We hypothesize that there can be various effects of co-purchased products: Theymay enhance the reputation of a given product by association if they are well received by consumers (Reputation effect). They also compete with the given product by being substitutes (Business-stealing effect). Finally, these products pursue the same, limited consumer budgets (Income effect). Our results showthat the reputation effect might be much smaller than the business-stealing effect of co-purchased products for co-purchased products with a two degrees of separation (co-purchased products of co-purchased products) than for co-purchased products with one degree of separation. Our results shed light on howto use co-purchasing information to design an effective product recommendation strategy.
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안대용,이진용 한국상품학회 2015 商品學硏究 Vol.33 No.6
This paper is an empirical examination of the reputation, business-stealing and income effects that pervade co-purchasing product networks. Co-purchasing between a pair of products refers to a situation where the two products are frequently purchased together (but not necessarily at the same time). Online retailers frequently use co-purchasing relationships as a basis for recommending products to their customers. (For example, Amazon has the section“Customers Who Bought This Item Also Bought” for its products.) How effective is this strategy? What features of co-purchasing product networks can be used to promote the sales of a given product? These are the empirical questions of our study. To this end, we use the data collected from Amazon.com, which has three major components: (1) sales ranks (as a measure of relative sales), (2) online reviews by customers (as a proxy for product quality), and (3) co-purchasing product networks (from “Customers Who Bought This Item Also Bought”). We construct two sets of features for co-purchasing networks: One contains the number, the average product rating, and the average sales rank, of co-purchased products, and the other contains the same variables for co-purchased products with a two degrees of separation (co-purchased products of co-purchased products). We hypothesize that there can be various effects of co-purchased products: They may enhance the reputation of a given product by association if they are well received by consumers (Reputation effect). They also compete with the given product by being substitutes (Business-stealing effect). Finally, these products pursue the same, limited consumer budgets (Income effect). Our results show that the reputation effect might be much smaller than the business-stealing effect of co-purchased products for co-purchased products with a two degrees of separation (co-purchased products of co-purchased products) than for co-purchased products with one degree of separation. Our results shed light on how to use co-purchasing information to design an effective product recommendation strategy.
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자유로운 시장진입이 가능한 혼합과점시장에서의 환경오염세
이상호 ( Sang-ho Lee ) 한국산업조직학회 2016 産業組織硏究 Vol.24 No.4
본 연구는 환경오염을 배출하는 혼합과점시장에서 자유로운 시장진입이 가능할 때 환경오염세를 통한 환경정책과 공기업을 통한 산업정책간의 연관성을 분석하였다. 먼저, 사기업 경쟁시장에서 최적 환경오염세는 피구비안 조세율인 오염의 사회적 한계비용과 동일하지만, 혼합과점시장에서 최적 환경오염세는 공기업이 환경오염을 내부화하는지의 여부에 따라 다르다. 만약 공기업이 외부성을 내부화한다면 피구비안 조세율이 최적이지만, 그렇지 않다면 오염의 사회적 한계비용보다 더 높게 설정해야 한다. 또한, 공기업이 외부성을 내부화하지 않더라도 오염의 한계피해비용이 크거나 진입비용이 높을 때는 사기업 경쟁에 비해 혼합과점시장이 사회후생을 증진시킬 수 있다. 마지막으로 환경오염세와 독립적으로 혼합과점시장이 운영된다면 공기업의 흑자경영여부가 사회후생을 증진시키는 민영화 정책의 필요충분조건이 된다. This study investigates the welfare effect of two combined policies with environmental tax and privatization in a free entry mixed market where oligopolistic firms emit pollutants in the production process. We show that the optimal environmental tax should be set at Pigouvian level under private oligopoly, while that under mixed oligopoly depends on the objectives of public firm. In particular, if public firm does not care for environmental damage, it should be higher than Pigouvian level. We also show that mixed oligopoly is better than private oligopoly even if public firm does not take environmental damage into its objectives because public firm can reduce excess entry problem when either the entry cost or environmental damage is very high. Therefore, private oligopoly is better with lower entry cost, while mixed oligopoly is better with higher entry cost. Finally, we examine the effect of a neutral environmental tax and show that private oligopoly is better when both exogenous tax and entry cost are low. However, mixed oligopoly can also yield higher welfare when public firm can earn non-negative profits under higher entry cost.
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