249 / 2024-04-23 20:57:56

Indiscriminate or membership-based? The logistics service sharing strategies of e-commerce platforms

e-commerce platform,logistics service sharing,indiscriminate logistics,membership-based logistics

In this study, we compare two logistics sharing modes adopted by e-commerce platforms: Indiscriminate Logistics Sharing (ILS) and Membership-Based Logistics Sharing (MLS). We examine which mode is better for platforms and manufacturers, as well as the impact of exogenous factors on their strategic decisions. Contrary to conventional wisdom, our findings reveal that MLS mode does not consistently encourage consumer memberships. Instead, ILS mode attracts more members when both membership fee and logistics level are low. Moreover, ILS mode is more profitable for platforms when both the membership fee and logistics level are high, while MLS mode is preferable when membership fee is moderate or when membership fee is high and logistics level is low. We further find that in most cases, the platform and manufacturer can achieve a win-win outcome. However, their preferences are always opposing when the membership fee is high and the logistics level is moderate. Interestingly, when the membership fee is low, member demand increases in consumer channel preference in MLS mode, but decreases in ILS mode. This study reveals the impact of logistics sharing modes on consumer behaviour on digital platforms, providing valuable insights into the adoption of logistics strategies by platforms and manufacturers.