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Research on Price Influencing Factors of Third-Party Payment Platforms: An Empirical Study From China
In this article, we use the two-sided market theory as a support and take the operating data of eight Chinese third-party payment platform companies as samples, based on pricing models and multiple regression analysis, to build a price feature model for a third-party payment platform. The results sh...
Autores principales: | , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Frontiers Media S.A.
2022
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9380842/ https://www.ncbi.nlm.nih.gov/pubmed/35983206 http://dx.doi.org/10.3389/fpsyg.2022.829568 |
Sumario: | In this article, we use the two-sided market theory as a support and take the operating data of eight Chinese third-party payment platform companies as samples, based on pricing models and multiple regression analysis, to build a price feature model for a third-party payment platform. The results show that under the two-sided market environment, the scale of consumer and the same-side network externality of the merchant have a negative significant effect on the pricing of the third-party payment platform to the seller; The market share of the platform and the bank fee cost of the platform have a positive significant effect on the pricing of a third-party payment platform to the merchant. At the same time, the same-side network externality of the seller, the scale of a merchant, and the selection of the business model of the platform have no significant effect on the pricing of the third-party payment platform to the merchant. These conclusions provide a scientific basis for a third-party payment platform enterprise to develop an appropriate pricing strategy and operating model. |
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