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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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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 |
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author | Wang, Na Liu, Wen Shi, Jinping |
author_facet | Wang, Na Liu, Wen Shi, Jinping |
author_sort | Wang, Na |
collection | PubMed |
description | 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. |
format | Online Article Text |
id | pubmed-9380842 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2022 |
publisher | Frontiers Media S.A. |
record_format | MEDLINE/PubMed |
spelling | pubmed-93808422022-08-17 Research on Price Influencing Factors of Third-Party Payment Platforms: An Empirical Study From China Wang, Na Liu, Wen Shi, Jinping Front Psychol Psychology 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. Frontiers Media S.A. 2022-08-02 /pmc/articles/PMC9380842/ /pubmed/35983206 http://dx.doi.org/10.3389/fpsyg.2022.829568 Text en Copyright © 2022 Wang, Liu and Shi. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms. |
spellingShingle | Psychology Wang, Na Liu, Wen Shi, Jinping Research on Price Influencing Factors of Third-Party Payment Platforms: An Empirical Study From China |
title | Research on Price Influencing Factors of Third-Party Payment Platforms: An Empirical Study From China |
title_full | Research on Price Influencing Factors of Third-Party Payment Platforms: An Empirical Study From China |
title_fullStr | Research on Price Influencing Factors of Third-Party Payment Platforms: An Empirical Study From China |
title_full_unstemmed | Research on Price Influencing Factors of Third-Party Payment Platforms: An Empirical Study From China |
title_short | Research on Price Influencing Factors of Third-Party Payment Platforms: An Empirical Study From China |
title_sort | research on price influencing factors of third-party payment platforms: an empirical study from china |
topic | Psychology |
url | 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 |
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