Online peer-to-peer (P2P) lending, one of the most successful technology-enabled initiatives in the fintech revolution, has drastically changed the way individual investors and borrowers meet and transact. While prior research has found herding among investors at the listing level, such social...

In this paper, we develop a framework to generally characterize the equilibrium trial and pricing strategies of oligopoly software market, when there exist competition, network effects (externalities), uncertainty on software functionality, network maintaining cost and compatibility issues. We...

Prior literature has focused primarily on offline sampling of physical goods and online sampling of information goods, whereas a new form of sampling campaign—physical goods sampling via online channels—receives little attention. Leveraging a rich data set from Taobao, a large e-commerce...

The sharing economy has radically reshaped marketing thought and practice. Prior research has yet to examine whether and how a platform-level buyer protection insurance (PPI) impacts the buyers and sellers in the sharing economy. We exploit a natural experiment of an unexpected system glitch...

Despite the popular use of product sampling as a promotional strategy by retailers, existing research has largely focused on offline sampling of physical goods and online sampling of information goods but overlooked online sampling of physical goods. We argue that, in the context of online...

Despite the popular emergence of peer-to-peer (P2P) lending platforms, relevant research investigating the role of these platforms on P2P markets still lags. In this paper, we present a model to study the market incentives of P2P lending platforms' optimal information-reporting strategies when...