TY - JOUR
T1 - Extending variety seeking to multi-sided platforms
T2 - Impact of new retailer listing
AU - Vakeel, Khadija Ali
AU - Fudurić, Morana
AU - Malthouse, Edward C.
N1 - Funding Information:
The authors would like to thank Editor-in-chiefs Dr Harry Timmermans and Soora Rasouli and anonymous reviewers for their insightful and encouraging comments on previous versions of this article. In addition, we thank Tom Collinger for his suggestions on earlier drafts of the paper. The first and second authors would like to thank Northwestern University's Medill Spiegel Research Center for support.
Publisher Copyright:
© 2020 Elsevier Ltd
PY - 2021/3
Y1 - 2021/3
N2 - This study uses theories of variety seeking to examine how a new retailer listing on a multi-sided platform (MSP) affects consumer buying behavior. Using a unique dataset from an online MSP, we evaluate changes in purchase frequency with individual retailers after a new one is listed. Contrary to expectations, the results indicate that consumers increase their purchase frequency at existing retailers. Moreover, compared to consistency seekers, variety-seeking consumers show a higher positive effect as they buy even more. This result is observed for retailers in both competing and non-competing product categories. Finally, we discuss the theoretical contributions and implications for MSPs and retailers.
AB - This study uses theories of variety seeking to examine how a new retailer listing on a multi-sided platform (MSP) affects consumer buying behavior. Using a unique dataset from an online MSP, we evaluate changes in purchase frequency with individual retailers after a new one is listed. Contrary to expectations, the results indicate that consumers increase their purchase frequency at existing retailers. Moreover, compared to consistency seekers, variety-seeking consumers show a higher positive effect as they buy even more. This result is observed for retailers in both competing and non-competing product categories. Finally, we discuss the theoretical contributions and implications for MSPs and retailers.
KW - Multi-sided platform
KW - Propensity scoring models
KW - Retail platforms
KW - Variety seeking
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U2 - 10.1016/j.jretconser.2020.102382
DO - 10.1016/j.jretconser.2020.102382
M3 - Article
AN - SCOPUS:85096825540
VL - 59
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
SN - 0969-6989
M1 - 102382
ER -