【论文信息】

Chen W, Hu Y J, Sui R H*(通讯作者), Guan Z L, Liu Y. Competitive e-commerce platforms’data provision and pricing strategies with different attribution behaviors of users[J]. Expert Systems With Applications(中科院SCI一区TOP期刊，重庆工商大学A1期刊). 2026, 298: 129466.https://doi.org/10.1016/j.eswa.2025.129466.

【作者信息】

第一作者：陈 伟，博士、教授、博士生导师，研究方向：供应链管理、技术创新管理；

第二作者：胡伊佳，2023级企业管理硕士研究生，研究方向：平台供应链；

通讯作者：眭蓉华，博士、副教授，研究方向：电子商务、供应链管理。

【基金支持】

国家文化英才培养工程专项资助项目(2021QNYC098); 教育部人文社会科学研究资助项目(23YJC630151); 重庆市自然科学基金资助项目(CSTB2024NSCQ-MSX1137)等。

【论文摘要】

In the era of data, numerous e-commerce platforms are actively collecting consumer data to obtain business insights. However, consumers and merchants on platforms exhibit diverse attribution behaviors, including single-homing and multi-homing (access to only one platform/multiple platforms), not only affecting the platform’s market scale but also complicating their data provision strategies and data pricing strategies. Inspired by this practice, this paper considers varying attribution behaviors and studies the data operation strategies of competitive platforms. By constructing a two-period game model, we capture the entire process of platform’s data collection and provision, and solve the equilibrium decisions by reverse solution method. This research aims to identify the impact of attribution behaviors on platforms’ data strategies, thereby filling the gap in analyzing this issue from the perspective of two-sided platforms. Results show that when both groups of users (consumers and merchants) are multi-homing, platform facing higher operational costs may benefit more from implementing low data provision but high data pricing strategy, while more cost-efficient platform may choose the opposite strategy. This strategy is still applicable when only one group of users (consumers) becomes single-homing. However, once both groups of users are single-homing, both platforms’ strategies will change. Specifically, when merchant’s cross-side network effect (CNE) intensity is relatively low (high), compared with less costefficient platform, platform enjoying cost efficiencies should provide more (less) data at a relatively high (low) price. Moreover, platforms should cautiously provide data when both groups of users are single-homing, as it may hurt profits.