The Role of Public Food Delivery Mobile Applications in the Food Delivery Market: A Game Theory Model

• 영문명: The Role of Public Food Delivery Mobile Applications in the Food Delivery Market: A Game Theory Model
• 발행기관: 한국유통과학회
• 저자명: Bo-Hun SEO Da-Hye SONG Jong Woo CHOI
• 간행물 정보: 『유통과학연구(JDS)』제22권 제4호, 91~104쪽, 전체 14쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.04.30

영문 초록

Purpose: The study aims to assess the current status of domestic public food delivery apps and analyze the process through which sellers choose between private delivery apps and public delivery apps. This involves exploring strategies to achieve the original purpose of public food delivery apps, which is to enhance the small business owners income and promote consumer welfare by preventing the monopoly of private food delivery apps. Research design, data and methodology: the research methodology is based on a model that introduces adjustments for non-economic effects, considering the preferences of multi-homing consumers, to more realistically reflect the benefits of sellers' choices. For data analysis, real business performance data from ‘Daeguro’, ‘Meokkaebi’, and ‘Somunnan Shop’ were used. Results: The study revealed that if the market share of public delivery apps within a specific region increases beyond a certain level, the benefits for small-business sellers also increase. This leads to the strategic advantage of simultaneously using both delivery apps. Furthermore, the results exhibit a tendency similar to real social phenomena. Conclusions: This analysis confirmed the role of public food delivery apps in the domestic delivery app market and presents policy recommendations, including application integration and the implementation of exclusive public interest functions, to effectively fulfill this role.

목차

1. Introduction

2. Literature Review

3. The Model of Game and Solutions

4. Discussion

5. Conclusions

References

키워드

Delivery App Platform Selection Game Theory Experimental Economics Public Policy