Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/190393 
Year of Publication: 
2018
Series/Report no.: 
22nd Biennial Conference of the International Telecommunications Society (ITS): "Beyond the Boundaries: Challenges for Business, Policy and Society", Seoul, Korea, 24th-27th June, 2018
Publisher: 
International Telecommunications Society (ITS), Calgary
Abstract: 
With the rapid development of information and communication technologies, various online shopping platforms have emerged. To understand the success of platform strategies, it is important to verify the features that are important to attract sellers. To estimate the economic value of free platforms for sellers, we try to estimate the willingness to pay (WTP) for each feature. Based on the features provided by Naver Smart Store (https://sell.smartstore.naver.com), we conduct a conjoint analysis. Notably, since Naver Smart Store platform provides the platform service for free to sellers as an open platform strategy, we can anticipate that the results of this research will reveal the value of an open platform strategy.
Subjects: 
Digital Platform
Online Platform Strategies
Commerce Market
Conjoint Analysis
Willingness to Pay
Document Type: 
Conference Paper

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