首页|The effects of similarity in supplier referral programs on peer‑to‑peer platforms: From the coopetition perspective
The effects of similarity in supplier referral programs on peer‑to‑peer platforms: From the coopetition perspective
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NETL
NSTL
Springer Nature
Peer-to-peer platforms, such as Uber and Airbnb, are increasingly leveraging referral programs to attract new suppliers in additionto new customers (aka supplier-get-supplier campaigns and customer-get-customer campaigns). In contrast to customerreferral programs where referrers and receivers mainly cooperate, supplier referral programs involve referrers and receiverssharing knowledge and competing for customers simultaneously, thereby obscuring the assessment of the receiver (new supplier)sales performance. Drawing from the literature on coopetition, this study investigates how the similarities between referrersand receivers in supplier referral programs impact the performance of receivers through coopetition. We based our investigationon a flash peer-to-peer social commerce platform in China, in which social media were leveraged to foster a dynamic andtension-filled coopetiton environment for individual suppliers. Analyzing a 2-month referral dataset from the platform throughregression analyses, we find that while demographic similarity between referrers and receivers enhances the receivers’ performance,geographic similarity attenuates their performance. Moreover, the positive effect of demographic similarity on receivers’performance decreases as the referrers’ experience increases. With an additional analysis, we have also uncovered the distincteffects of the aforementioned similarities on the performance of referrers. Collectively, these findings have important implicationsfor both research and practice on extending referral programs from the demand side to the supply side.
NETL
NSTL
Springer Nature
