Extending variety seeking to multi-sided platforms: Impact of new retailer listing

Khadija Ali Vakeel, Morana Fudurić*, Edward C. Malthouse

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

4 Scopus citations


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.

Original languageEnglish (US)
Article number102382
JournalJournal of Retailing and Consumer Services
StatePublished - Mar 2021


  • Multi-sided platform
  • Propensity scoring models
  • Retail platforms
  • Variety seeking

ASJC Scopus subject areas

  • Marketing


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