ABSTRACT Numerous online retail platforms have begun to operate in a hybrid mode, which blends the use of a traditional reselling mode (operated by the platform owner) and increasingly prevalent agency-selling mode (operated by the affiliated agency sellers) to leverage internal and external resources. Two types of sellers interact and cooperate to improve the competitiveness of the hybrid platform in the online market. Although the hybrid mode is an inevitable trend that helps alleviate the burden of product expansion for reselling, reselling may also face sales cannibalization from agency selling. We empirically explore the effects of agency selling on reselling by using panel vector autoregression. Findings show that agency selling has a positive effect on reselling. The number of agency sellers may strengthen, whereas the market concentration of agency selling will weaken such effect. Furthermore, agency- selling participation is harmful to the positive effect of agency selling on reselling but is statistically marginally significant. These findings have important theoretical implications to enrich the two-sided market and extend the interorganizational relationship and coopetition theories. Moreover, our results also offer several crucial managerial implications for platform owners.

中文翻译：

---

代理销售对混合零售平台转售的影响

摘要 众多网络零售平台开始采用混合模式运营，融合了传统的转售模式（由平台所有者运营）和日益流行的代理销售模式（由关联代理卖家运营），以利用内部和外部的杠杆作用。资源。两类卖家互动合作，提高混合平台在网络市场的竞争力。虽然混合模式是一种必然趋势，有助于减轻转售产品扩张的负担，但转售也可能面临代理销售的销售蚕食。我们通过使用面板向量自回归，凭经验探索代理销售对转售的影响。调查结果表明，代理销售对转售有积极影响。代理卖家数量可能会增加，而代理销售的市场集中度会削弱这种影响。此外，代理销售的参与对代理销售对转售的积极影响有害，但在统计上具有边际显着性。这些发现对于丰富双边市场、拓展组织间关系和竞争理论具有重要的理论意义。此外，我们的结果还为平台所有者提供了几个重要的管理意义。