Consumer Search, Firm Heterogeneity, and Platform Design
成果类型：
Article
署名作者：
Zhang, Wenzhang
署名单位：
Zhejiang University
刊物名称：
RAND JOURNAL OF ECONOMICS
ISSN/ISSBN：
0741-6261
DOI：
10.1111/1756-2171.70057
发表日期：
2026
关键词：
摘要：
We study the optimal design of a monopoly platform that interacts with heterogeneous firms and consumers who face uncertainty about product values and prices. Consumers search randomly among firms recommended by the platform. The platform designs a menu of contracts tailored to different firm types and allocates consumer visits across these firms. We show that the optimal platform design creates a superstar effect, whereby high-type firms capture a disproportionately large market share, and improves consumer welfare relative to the no-design benchmark.