Roles of Online Ratings for Multihoming on O2O Platforms

This paper studies the role of online ratings for the choice of multihoming on third-party O2O platforms. Specifically, the work investigates the main effect of online ratings and its interaction with operation duration and the number of screens. An ordered logit model is employed with a sample of 1902 cinemas multihoming on O2O platforms. The findings show that online ratings have significantly positive impact on platform multihoming. A cinema’ s operation duration negatively moderates the relationship between online ratings and platform multihoming, while its number of screens positively moderates the relationship. Implications of the findings are discussed

Factors influencing users’ adoption of online to offline application platforms: evidence from China

Online to offline (O2O) is an emerging e-commerce model which combines online and offline transactions, it promotes the integration of traditional offline physical store business and modern Internet. O2O model has become a new trend in the development of e-commerce in China. At present, most operators still only attract users to join the O2O application platform in the form of coupons, but they have not found other long-term sustainable methods to attract users. Therefore, in order to solve these issues and enrich the research results in the field of O2O, this paper aimed to study the influencing factors of users adopting the O2O application platform in the Chinese context. This study referenced the Unified Theory of Acceptance and Use of Technology (UTAUT) model and creates a research framework, and then proposed four research hypotheses for factors influencing users' adoption of the O2O application platform. Moreover, this study used quantitative research methods to investigated and analyzed the adoption of O2O. Then smartPLS 3.0 was used as a data analysis technique to test reliability, validity, research hypothesis and model explanatory power by assessing the measurement and structural models. The results of the study indicated that performance expectancy, effort expectancy, social influence and facilitating conditions are all associated with users' adoption of the O2O application platforms. This result further illustrated performance expectancy, effort expectancy, social influence, and facilitating conditions are factors that influence users' adoption of the O2O application platform. Therefore, these research results provide practical and theoretical guidance for O2O application operators and subsequent related research

Sharing Economy Platform Firms and Their Resource Orchestration Approaches in Emerging Markets

Peer reviewedPostprin

Geschäftsmodelle in der Plattformökonomie: Eine Untersuchung im deutschen Bekleidungshandel

Digitale Plattformen entwickeln sich zu dem dominanten Geschäftsmodell im E-Commerce. Durch ihre speziellen Logiken und Funktionsweisen – die so genannte Plattformökonomie – verändern sie ganze Branchen und Märkte. Die wissenschaftliche Auseinandersetzung mit diesem Forschungsfeld findet vor allem auf mikroökonomischer, transaktionskostenorientierter Ebene statt. Dabei steht häufig die institutionelle Rolle der Plattform im Vordergrund. Die konkreten Geschäftsmodelle in der Plattformökonomie sind hingegen bisher nur unzureichend erforscht. Die vorliegende Arbeit verschreibt sich daher dem Ziel, den Einfluss der Plattformökonomie auf Geschäftsmodelle im E-Commerce darzustellen. Dies soll am Beispiel des deutschen Bekleidungshandels geschehen. Insbesondere die praktische Relevanz dieses Themas wird in der Untersuchung theoretisch möglicher und praktisch bedeutsamer Geschäftsmodelle aufgezeigt. Darüber hinaus tragen zahlreiche Interviews mit Entscheidungsträgern wichtiger Branchenakteure dazu bei, die Wirkung der Plattformökonomie auf die wirtschaftliche Realität des deutschen Bekleidungshandels darzustellen. So soll ein Beitrag für das wissenschaftliche Verständnis von Geschäftsmodellen in der Plattformökonomie geleistet werden. Zudem werden konkrete Empfehlungen für die Gestaltung des Geschäftsmodells erarbeitet

Can Upward Brand Extensions be an Opportunity for Marketing Managers During the Covid-19 Pandemic and Beyond?

Early COVID-19 research has guided current managerial practice by introducing more products across different product categories as consumers tried to avoid perceived health risks from food shortages, i.e. horizontal brand extensions. For example, Leon, a fast-food restaurant in the UK, introduced a new range of ready meal products. However, when the food supply stabilised, availability may no longer be a concern for consumers. Instead, job losses could be a driver of higher perceived financial risks. Meanwhile, it remains unknown whether the perceived health or financial risks play a more significant role on consumers’ consumptions. Our preliminary survey shows perceived health risks outperform perceived financial risks to positively influence purchase intention during COVID-19. We suggest such a result indicates an opportunity for marketers to consider introducing premium priced products, i.e. upward brand extensions. The risk-as�feelings and signalling theories were used to explain consumer choice under risk may adopt affective heuristic processing, using minimal cognitive efforts to evaluate products. Based on this, consumers are likely to be affected by the salient high-quality and reliable product cue of upward extension signalled by its premium price level, which may attract consumers to purchase when they have high perceived health risks associated with COVID-19. Addressing this, a series of experimental studies confirm that upward brand extensions (versus normal new product introductions) can positively moderate the positive effect between perceived health risks associated with COVID-19 and purchase intention. Such an effect can be mediated by affective heuristic information processing. The results contribute to emergent COVID-19 literature and managerial practice during the pandemic but could also inform post-pandemic thinking around vertical brand extensions

The Anesthesia Continuing Education Market and the Value Creation From a Sustainable Unified Platform

Practicing anesthesia professionals in the United States are all governed by various profession-specific regulatory bodies that mandate continuing education (CE) requirements. To date, no unified resource exists for anesthesia professionals (i.e., Anesthesiologists, Certified Registered Nurse Anesthetists, and Anesthesiologist Assistants) to explore the CE offerings available within the marketplace. This study endeavored to convey the potential value of a unified anesthesia CE resource. It investigated how to cultivate a sustainable platform to potentially improve how anesthesia professionals search available CE offerings and to potentially enhance how anesthesia CE providers reach anesthesia professionals. This qualitative study was conducted utilizing an integrative review of the literature. The key concepts identified and investigated were network effect, segmentation, first to market, best of breed, search costs, transaction costs, minimally viable product, evolutionary phases of platforms, platform theory, platform business model, platform economy, and types of platforms. Inductive content analysis was chosen as the organizational method for the resultant qualitative data. The goal of the analysis was to create a conceptual, practical, and strategically applicable platform paradigm for the anesthesia CE marketplace driven by the insights and amalgamations from the literature. The analyzed concepts, dimensions, and indicators of platform successes and their applications potentially facilitate anesthesia professionals’ CE explorations and CE providers’ marketing efforts, as well as contextualize the overarching impacts and implications onto the anesthesia CE industry and beyond. The conclusion portrays these impacts and implications

Ecosystem synergies, change and orchestration

This thesis investigates ecosystem synergies, change, and orchestration. The research topics are motivated by my curiosity, a fragmented research landscape, theoretical gaps, and new phenomena that challenge extant theories. To address these motivators, I conduct literature reviews to organise existing studies and identify their limited assumptions in light of new phenomena. Empirically, I adopt a case study method with abductive reasoning for a longitudinal analysis of the Alibaba ecosystem from 1999 to 2020. My findings provide an integrated and updated conceptualisation of ecosystem synergies that comprises three distinctive but interrelated components: 1) stack and integrate generic resources for efficiency and optimisation, 2) empower generative changes for variety and evolvability, and 3) govern tensions for sustainable growth. Theoretically grounded and empirically refined, this new conceptualisation helps us better understand the unique synergies of ecosystems that differ from those of alternative collective organisations and explain the forces that drive voluntary participation for value co-creation. Regarding ecosystem change, I find a duality relationship between intentionality and emergence and develop a phasic model of ecosystem sustainable growth with internal and external drivers. This new understanding challenges and extends prior discussions on their dominant dualism view, focus on partial drivers, and taken-for-granted lifecycle model. I propose that ecosystem orchestration involves systematic coordination of technological, adoption, internal, and institutional activities and is driven by long-term visions and adjusted by re-visioning. My analysis reveals internal orchestration's important role (re-envisioning, piloting, and organisation architectural reconfiguring), the synergy and system principles in designing adoption activities, and the expanding arena of institutional activities. Finally, building on the above findings, I reconceptualise ecosystems and ecosystem sustainable growth to highlight multi-stakeholder value creation, inclusivity, long-term orientation and interpretative approach. The thesis ends with discussing the implications for practice, policy, and future research.Open Acces