ldquo;Behavior-based personalizationrdquo; has gained popularity in recent years, whereby businesses offer personalized products based on consumers' purchase histories. This paper highlights two perils of behavior-based personalization in competitive markets. First, although purchase histories...

This paper highlights how the provision of information about userparticipation can serve as a strategic marketing tool for firms seekingto grow two-sided exchange networks. A two-sided exchange network is abusiness model (such as Ebay or Craiglist) where revenue is generatedfrom persuading...

Purpose The online platform is one of the essential components of the platform economy that is constructed by a large scale of the personal data resource. However, accurate empirical test of the competition structure of the data-driven online platform is still less. This research is trying to...