Multi-Sided Online Market Platform: Ecosystems and Business Models

線上多邊交易平台上的生態系及商業模式之探討

10.29416/JMS.202110_28(4).0002

巫亮全(Liang-Chuan Wu)

Cross-nation ； P2P platform ； Multi-sided ； 跨國 ； 對等網路交易平台 ； 多邊

管理與系統

28卷4期（2021 / 10 / 01）

407 - 430

英文

The online market platform literature focuses on the technology used to construct the system and on developing the new business model, and rarely explores the potentials based on the extension Peer to Peer (P2P) ground. Further, previous discussions of the P2P transaction model largely explore two-sided transactions, and focus on cash flow related topics. This study investigates a new application of the P2P transaction model in a cross-nation, multi-sided market, and includes the platform's applications and business model. This is a new extension of the original P2P concept and is more useful, offering a number of products, services, and other business activities. This study thus designs a large transaction platform based on the P2P concept which can be used in a cross-national, multi-sided market to construct a large ecosystem. This extension of the P2P platform can collect many different roles and users and in a more cohesive manner, with attendant benefits for all parties.

過往線上交易平台文獻的討論主題多以系統建構與承載其上的平台作為討論主題，較少文獻以對等網路交易平台（Peer to Peer,P2P）概念的本質去做延展性的P2P可能性的討論。且之前文獻主要針對雙邊交易、及平台上金流部分作探討。針對這樣的文獻缺口，本研究探討一個新的跨國、多邊市場、並且含括了其商務模式的P2P延伸性拓展的機會與可能性的討論。藉由這樣的模式，本文討論了延伸過往原始的P2P概念，並提供了多樣商品、服務、與企業活動如何藉由此方式做更多的延伸機會。在這個討論的模式上，不同角色與不同使用者能得以更加凝聚，並起共同分享到新平台的更多優勢機會。

1. Alshehri, M. D.,Hussain, F. K.(2019).A Fuzzy Security Protocol for Trust Management in the Internet of Things (Fuzzy-IoT).Computing,101(7),791-818.
2. Andjelic, J., “These Fintech Statistics Show an Industry on the Rise,”https://fortunly.com/statistics/fintech-statistics/, 2020.
3. Beklemysheva, A., “Popular Types of Online Peer to Peer Marketplaces with Inspiring Examples,”https://steelkiwi.com/blog/popular-types-of-online-p2p-marketplaces-with-inspiring-examples/, 2020.
4. Benbasat, I.,Dhaliwal, J. S.(1989).A Framework for the Validation of Knowledge Acquisition.Knowledge Acquisition,1(2),215-233.
5. Berg, L.,Slettemeås, D.,Kjørstad, I.,Rosenberg, T. G.(2020).Trust and the Don't-want-to-complain Bias in Peer-to-peer Platform Markets.International Journal of Consumer Studies,44(3),220-231.
6. Bhargava, H. K.,Rubel, O.(2019).Sales Force Compensation Design for Two-Sided Market Platforms.Journal of marketing research,56(4),666-678.
7. Blanchard, E. J.,Willmann, G.(2018).CEPR Discussion PapersCEPR Discussion Papers,未出版
8. Bremmer, I.(2014).The New Rules of Globalization.Harvard Business Review,92(1),103-107.
9. Breuer, W.,Soypak, C. K.,Steininger, B. I.(2020).Magnitude Effects in Lending and Borrowing: Empirical Evidence from a P2P Platform.The European Journal of Finance,26(9),854-873.
10. Broekhuizen, T.,Emrich, O.,Gijsenberg, M.,Broekhuis, M.,Donkers, B.,Sloot, L.(2019).Digital Platform Openness: Drivers, Dimensions and Outcomes.Journal of Business Research
11. Ceptureanu, E. G.,Ceptureanu, S. I.,Herteliu, C.,Cerqueti, R.(2020).Sustainable Consumption Behaviours in P2P Accommodation Platforms: An Exploratory Study.Soft Computing,24,13863-13870.
12. Cho, J. J. K.,Ozment, J.,Sink, H.(2008).Logistics Capability, Logistics Outsourcing and Firm Performance in an E-commerce Market.International journal of physical distribution & logistics management,38(5),336-359.
13. Choi, K.,Ryu, S.,Cho, D.(2019).When a Loss Becomes a Gain: Different Effects of Substitute versus Complementary Loss Leaders in a Multi-sided Platform.Electronic Markets,29(4),681-691.
14. Costa, B.,Pires, P. F.,Delicato, F. C.(2020).Towards the Adoption of OMG Standards in the Development of SOA-based IoT Systems.Journal of Systems and Software,169,110720.
15. de Kinderen, S.,Kaczmarek-Heß, M.(2018).Enterprise Modeling in Support of SOA Migration Analysis.Enterprise Modelling and Information Systems Architectures,13,1-36.
16. de Matta, R.,Lowe, T. J.,Zhang, D.(2017).Competition in the Multi-sided Platform Market Channel.International Journal of Production Economics,189,40-51.
17. Du, N.,Li, L.,Lu, T.,Lu, X.(2020).Prosocial Compliance in P2P Lending: A Natural Field Experiment.Management science,66(1),315-333.
18. Dushnitsky, G.,Guerini, M.,Piva, E.,Rossi-Lamastra, C.(2019).Mix and Match? Exploring the Strategy Mix and Subsequent Performance of Transaction Platforms.Academy of Management Proceedings
19. Evans, D. S.(2003).Some Empirical Aspects of Multi-sided Platform Industries.Review of Network Economics,2(3)
20. Evans, D. S.(2003).The Antitrust Economics of Multi-sided Platform Markets.Yale J. on Reg.,20,325.
21. Evans, D. S.,Hagiu, A.,Schmalensee, R.(2008).Invisible Engines: How Software Platforms Drive Innovation and Transform Industries.MIT press.
22. Evans, D. S.,Schmalensee, R.(2005).Paying with Plastic: The Digital Revolution in Buying and Borrowing.Mit Press.
23. Fischer, M.,Imgrund, F.,Janiesch, C.,Winkelmann, A.(2019).Directions for Future Research on the Integration of SOA, BPM, and BRM.Business Process Management Journal,25(7)
24. Fisher, C.(2019).Create Multi-Sided Platforms to Balance Demand and Capacity.American Journal of Industrial and Business Management,9(07),1596.
25. Frishammar, J.,Cenamor, J.,Cavalli-Björkman, H.,Hernell, E.,Carlsson, J.(2018).Digital Strategies for Two-sided Markets: A Case Study of Shopping Malls.Decision Support Systems,108,34-44.
26. Gada, D., “Five Ways Fintech Is Disrupting the Financial Services Industry,”https://www.finextra.com/blogposting/15105/five-ways-fintech-is-disrupting-the-financial-services-industry, 2018.
27. Gawer, A.,Cusumano, M. A.(2014).Industry Platforms and Ecosystem Innovation.Journal of product innovation management,31(3),417-433.
28. Hagiu, A.,Wright, J.(2015).Multi-sided Platforms.International Journal of Industrial Organization,43,162-174.
29. Hänninen, M.,Smedlund, A.,Mitronen, L.(2018).Digitalization in Retailing: Multi-sided Platforms as Drivers of Industry Transformation.Baltic Journal of Management,152-168.
30. Hein, A.,Schreieck, M.,Wiesche, M.,Böhm, M.,Krcmar, H.(2019).The Emergence of Native Multi-sided Platforms and Their Influence on Incumbents.Electronic Markets,29(4),631-647.
31. Holub, M,Johnson, J.(2019).The Impact of the Bitcoin Bubble of 2017 on Bitcoin's P2P Market.Finance Research Letters,29,357-362.
32. Jekanyika Matanda, M.(2012).Internationalization of Established Small Manufacturers in a Developing Economy: A Case Study of Kenyan SMEs.Thunderbird International Business Review,54(4),509-519.
33. Jo, S.,Lee, J.,Han, J.,Ghose, S.(2020).P2P Computing for Intelligence of Things.Peer-to-Peer Networking and Applications,13(2),575-578.
34. Kantox, “Peer to Peer Foreign Exchange (P2P FX),” https://www.kantox.com/en/glossary/peer-to-peer-foreign-exchange-p2p-fx/, 2011.
35. Kaplan, A. M.,Haenlein, M.(2010).Users of the World, Unite! The Challenges and Opportunities of Social Media.Business horizons,53(1),59-68.
36. Kavitha, V.,Dhayalan, V.,Shanmugapriya, P.(2017).Business Process Management System Using SOA.Advances in Computational Sciences and Technology,10(5),1457-1462.
37. Khalique, F., “The Growing Pains of P2P FX,”https://www.euromoney.com/article/b12kqc7k5kjgz5/the-growing-pains-of-p2p-fx, 2016.
38. Kim, B. C.,Park, H.(2017).Two-sided Platform Competition with Multihoming Agents: An Empirical Study on the Daily Deals Market.Information Economics and Policy,41,36-53.
39. Lee, K. H.,Kim, D.(2019).A Peer-to-peer (P2P) Platform Business Model: The Case of Airbnb.Service Business,13(4),647-669.
40. Liu, S., “Blockchain - Statistics & Facts,” https://www.statista.com/topics/5122/blockchain/, 2020.
41. Liu, Y.,Xu, C.,Zhan, Y.,Liu, Z.,Guan, J.,Zhang, H.(2017).Incentive Mechanism for Computation Offloading Using Edge Computing: A Stackelberg Game Approach.Computer Networks,129,399-409.
42. Lozic, J.,Milkovic, M.,Lozic, I.(2017).Economics of Platforms and Changes in Management Paradigms: Transformation of Production System from Linear to Circular Model.Economic and Social Development: Book of Proceedings
43. Lu, B.,Wang, H.(2016).Research on the Competitive Strategy of Cross-Border E-Commerce Comprehensive Pilot Area Based on the Spatial Competition.Scientific Programming,9,1-9.
44. Malhotra, S.,Papadopoulos, N.(2007).,ASAC.
45. Martin-Fuentes, E.,Fernandez, C.,Mateu, C.,Marine-Roig, E.(2018).Modelling a Grading Scheme for Peer-to-peer Accommodation: Stars for Airbnb.International Journal of Hospitality Management,69,75-83.
46. Melitz, M. J.,Trefler, D.(2012).Gains from Trade when Firms Matter.Journal of Economic Perspectives,26(2),91-118.
47. Moscato, V.,Picariello, A.,Sperlí, G.(2020).A Benchmark of Machine Learning Approaches for Credit Score Prediction.Expert Systems with Applications,113986.
48. Nourinejad, M.,Ramezani, M.(2019).Ride-Sourcing Modeling and Pricing in Non-equilibrium Two-sided Markets.Transportation Research Part B: Methodological,340-357.
49. Pousttchi, K.,Gleiss, A.(2019).Surrounded by Middlemen-how Multi-sided Platforms Change the Insurance Industry.Electronic Markets,29(4),609-629.
50. Priem, R. L.,Krause, R.,Tantalo, C.,McFadyen, A.(2019).Promoting Long-term Shareholder Value by “Competing” for Essential Stakeholders: A New, Multi-sided Market Logic for Top Managers.Academy of Management Perspectives,5,312-333.
51. Pulparambil, S.,Baghdadi, Y.,Al-Hamdani, A.,Al-Badawi, M.(2017).Exploring the Main Building Blocks of SOA Method: SOA Maturity Model Perspective.Service Oriented Computing and Applications,11(2),217-232.
52. Rajan, R. G.,Zingales, L.(2004).Saving Capitalism from the Capitalists: Unleashing the Power of Financial Markets to Create Wealth and Spread Opportunity.Princeton University Press.
53. Ramanathan, R.(2010).The Moderating Roles of Risk and Efficiency on the Relationship Between Logistics Performance and Customer Loyalty in E-commerce.Transportation Research Part E: Logistics and Transportation Review,46(6),950-962.
54. Rguibi, M. A.,Moussa, N.(2018).Hybrid Trust model for Worm Mitigation in P2P Networks.Journal of information security and applications,43,21-36.
55. Rochet, J. C.,Tirole, J.(2003).Platform Competition in Two-sided Markets.Journal of the European Economic Association,1(4),990-1029.
56. Santosoa, A. S.,Prijadib, R.,Balqiahc, T. E.(2019).Synergizing Multi-Sided Platform Firms and Crowds: A Typology of an Open Innovation Mechanism in a Digital Ecosystem.International Journal of Business,24(4),434-454.
57. Schreieck, M.,Hein, A.,Wiesche, M.,Krcmar, H.(2018).The Challenge of Governing Digital Platform Ecosystems.Digital Marketplaces Unleashed
58. Sheng, Q. Z.,Benatallah, B.,Dumas, M.,Mak, E. O. Y.(2002).Self-serv: A Platform for Rapid Composition of Web Services in a Peer-to-peer Environment.VLDB'02: Proceedings of the 28th International Conference on Very Large Databases
59. Sosa-Reyna, C. M.,Tello-Leal, E.,Lara-Alabazares, D.(2018).Methodology for the Model-driven Development of Service Oriented IoT Applications.Journal of Systems Architecture,90,15-22.
60. Standare, L.,Hayes, D.,Le-Khac, N. A.,Choo, K. K. R.(2020).Forensic Investigation of PayPal Accounts.Cyber and Digital Forensic Investigations
61. Stolper, W. F. and Samuelson, P. A., “Protection and Real Wages,” The Review of Economic Studies, Vol. 9, No. 1, 1941, pp. 58-73.
62. Straub, D. W.(1989).Validating Instruments in MIS Research.Mis Quarterly,13(2),147-169.
63. Suryono, R. R.,Purwandari, B.,Budi, I.(2019).Peer to Peer (P2P) Lending Problems and Potential Solutions: A Systematic Literature Review.Procedia Computer Science,161,204-214.
64. Tan, W.,Fan, Y.,Ghoneim, A.,Hossain, M. A.,Dustdar, S.(2016).From the Service-oriented Architecture to the Web API Economy.IEEE Internet Computing,20(4),64-68.
65. TheNewsLens, “Not Knowing What To Do with Leftover Foreign Currencies? Load Them on Your Mobile Payment Accounts or Make a Donation Directly at the Airport Using Addweup,”https://meet.bnext.com.tw/intl/articles/view/40823, 2017.
66. Trabucchi, D.,Buganza, T.(2020).Fostering Digital Platform Innovation: From Two to Multi-sided Platforms.Creativity and Innovation Management,29(2),345-358.
67. Tsujimoto, M.(2020).Network externality vs. multi-layer platform link effect: “FeliCa” based electric money platform ecosystems analysis in Japan.Managing Innovation in a Global and Digital World
68. Van Lancker, J.,Wauters, E.,Van Huylenbroeck, G.(2016).Managing Innovation in the Bioeconomy: An Open Innovation Perspective.Biomass and Bioenergy,90,60-69.
69. Wang, S.,Ma, S.,Wang, Y.(2020).The Role of Platform Governance in Customer Risk Perception in the Context of Peer-to-peer Platforms.Information Technology for Development,1-19.
70. Williams-Grut, O., “Peer-to-peer Travel Money Startup WeSwap Raises £6.5 Million and Targets Profitability,” http://uk.businessinsider.com/p2p-travel-money-startup-weswap-raises-millions-new-fundraising-round-2016-7, 2016.
71. Wismer, S.,Bongard, C.,Rasek, A.(2017).Multi-sided Market Economics in Competition Law Enforcement.Journal of European Competition Law & Practice,8(4),257-262.
72. Xia, Y.,Yang, X.,Zhang, Y.(2018).A Rejection Inference Technique Based on Contrastive Pessimistic Likelihood Estimation for P2P Lending.Electronic Commerce Research and Applications,30,111-124.
73. Xiong, L.,Liu, L.(2004).Peertrust: Supporting Reputation-based Trust for Peer-to-peer Electronic Communities.IEEE transactions on Knowledge and Data Engineering,16(7),843-857.
74. Yablonsky, S.(2018).A Multidimensional Framework for Digital Platform Innovation and Management: From Business to Technological Platforms.Systems Research and Behavioral Science,35(4),485-501.
75. Yan, Y.,Zhang, J.,Ma, X.(2019).Modeling of Agent-based Complex Network to Detect the Trust of Investors in P2P Platform.International Journal of Intelligent Information Technologies,15(2),20-31.
76. Yu, D.,Li, C.,Yin, Y.(2014).Optimizing Web Service Composition for Data-intensive Applications.International Journal of Database Theory and Application,7(2),1-12.
77. Yu, Y.,Huang, G.,Guo, X.(2020).Financing Strategy Analysis for a Multi-sided Platform with Blockchain Technology.International Journal of Production Research,1-20.
78. Zhang, B.,Li, C.,Shah, N.,Fei, X.,Jiang, L.,Cai, H.(2018).A Testing Data Validity Assessment Method and Testing Data Validation Platform Based on SOA.Service Oriented Computing and Applications,12(3-4),201-209.