양면시장에서의 진입가능성 연구 = Two-Sided Market and Entry

다국어 초록 (Multilingual Abstract)

Previous research on two-sided markets has, for the most part, concentrated on indirect network externalities between buyers and sellers. This paper considers direct competition effect among sellers and among buyers as well as indirect network externalities. We develop an analytic model of C2C e-marketplaces and examine whether a monopolistic incumbent could successfully deter new entry into its market. We find that the effect of the number of sellers or buyers on the price of goods depends on whether sellers have decided to sell the goods using an auction or fixed pricing rule and on the characteristics of the goods. We argue that when the effect of the number of sellers on the price of goods is significantly larger than that of buyers, there is a high possibility of entry. In particular, we show that entry becomes more difficult to deter as fixed-price format is adopted more frequently or the proportion of collectables is relatively low.

참고문헌 (Reference)

1 "제6장 네트워크 외부성, IT산업과 한국경제" 법영사 201-202, 2005

2 "인터넷 포탈의 경쟁과 선점효과" 10 (10): 17-44, 2002

3 "인터넷 경매에서 판매자의 전략이 낙찰가에 미치는 영향" mimeo 2006.

4 "소프트웨어 산업의 시장구조와 기업전략：PC 소프트웨어 시장과 Microsoft사를 중심으로" 1997.

5 "e-Auctions： Impact of Network Externalities on Sellers’ Behavior Proceedings of the Eleventh Americas Conference on Information Systems" 2005

6 "Two-Sided Markets：An Overview" 2004.

7 "Two-Sided Markets: A Tentative Survey" 4 (4): 142-160, 2005

8 "Two-Sided Markets and Electronic Intermediaries" 51 : 233-260, 2005

9 "The Economics of Networks" 14 : 673-699, 1996

10 "The Antitrust Economics of Multi-Sided Platform Markets" 20 (20): 325-382, 2003

11 "Platform Ownership" Germany, (cke) : 2004.

12 "Platform Competition in Two-Sided Markets" 1 (1): 990-1029, 2003

13 "Payment Systems and interchange fees" 50 (50): 103-122, 2002

14 "Out-eBaying eBay In Korea" 2006.7

15 "Online Auction Markets" 2005.

16 "Network Externalities,Competition,and Compatibility" 75 (75): 424-440, 1985

17 "Knife-Edge or Plateau: When Do Market Models Tip?" 118 (118): 1249-1278, 2003

18 "Information Gatekeepers on the Internet and the Competitiveness of Homogeneous Product Markets" 91 (91): 454-474, 2001

19 "Cooperation among competitors：Some economics of payment card associations" 33 (33): 549-570, 2002

20 "Competition in two-sided Markets" Nuffield College, Oxford, 2004-, 2004

21 "Competing Auctions" 2 (2): 30-66, 2004

22 "Chichen & Egg： Competition among Intermediation service providers" 34 (34): 309-328, 2003

23 "B2B marketplaces：Emergence and Entry" 2004.

24 "A Model of Neutral B2B Intermediaries" 19 (19): 43-68, 2003