{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,12,31]],"date-time":"2025-12-31T20:11:56Z","timestamp":1767211916602,"version":"3.41.2"},"reference-count":39,"publisher":"Emerald","issue":"7","license":[{"start":{"date-parts":[[2016,8,1]],"date-time":"2016-08-01T00:00:00Z","timestamp":1470009600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["K"],"published-print":{"date-parts":[[2016,8,1]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>By studying the competition between a B2C platform and a third-party seller, the purpose of this paper is to analyze and compare their optimal decisions and profits between cases with and without sales effort of the platform or third-party seller.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>This paper studies the competition between a B2C platform and a third-party seller. The platform sells a product directly, and allows the third-party seller to sell a competing product on the platform. Based on whether the platform or the third-party seller makes sales effort, there are four scenarios. The paper analyzes the optimal decisions and profits of platform and third-party seller under each scenario, respectively.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The transaction fee has a negative effect on third-party seller\u2019s sales effort level. What is more, the platform can take a free riding from the third-party seller\u2019s sales effort, but the platform\u2019s sales effort has a negative effect on the profit of third-party seller.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>These results provide managerial insights for the platform and the third-party seller to make decisions.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This paper is among the first papers to study the competition between B2C platform and third-party seller.<\/jats:p><\/jats:sec>","DOI":"10.1108\/k-01-2016-0009","type":"journal-article","created":{"date-parts":[[2016,9,9]],"date-time":"2016-09-09T08:11:35Z","timestamp":1473408695000},"page":"1084-1108","source":"Crossref","is-referenced-by-count":14,"title":["The competition between B2C platform and third-party seller considering sales effort"],"prefix":"10.1108","volume":"45","author":[{"given":"Kaiying","family":"Cao","sequence":"first","affiliation":[]},{"given":"Ping","family":"He","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"issue":"8","key":"key2020121304561090100_ref001","first-page":"2259","article-title":"Agency selling or reselling? 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