| Summary: | 碩士 === 國立政治大學 === 企業管理研究所(MBA學位學程) === 107 === With the invention of the Internet, the e-commerce platforms allow human to trade across the barriers of time and space, therefore human is no longer limited to trade in the real world. The transfer of information become faster and the price become more transparent. E-commerce platforms not only increased the ways people trade commodities, but also changed the behavior of consumer and seller. The consumers and merchants act distinctly in e-commerce platforms from the past. Shopee is an emerging e-commerce platform in Taiwan, and this study will discuss how Shopee designs the user management mechanism in order to solve the principal-agent problem.
This study first organizes the whole platform business model related theory to explain the business model design of Shopee. Then using the network effect, the user management mechanism, the asymmetric information and principal-agent relationship to elaborate the phenomenon that increasing users causing the asymmetric information and agency problem in e-commerce platforms being more serious. If there is no proper management mechanism, e-commerce platforms may further lose users. This problem will cause negative network externalities and will hinder growth of Shopee.
Next, this study uses case study method, with Shopee official data, books, newspapers, magazines and Internet information. Organizing the evolution of the user management mechanism and development strategy of Shopee since 2015 and analyze how the user management mechanism matching the stage strategy from the perspective of principal-agent problems. Then I find out how Shopee resolving the problem of agency at any stage. In the end, I will induce the design of the Shopee user management mechanism, which can ensure the growth of the platform and not hindering the user entering the platform with strict regulations at the same time. I hope that this framework can provide suggestions for Shopee and other e-commerce platforms in the construction and improvement of user management mechanism.
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