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Incentive and Coordination in the Two-Sided Market: Evidence from the P2P Lending Market

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  • Yingxiu Zhao
  • Baojuan Shi
  • Xiao Li

Abstract

Two-sided markets serve as information intermediaries by connecting participants on both sides. In this study, we focus on the coordination of participants in the P2P lending market using a coupon strategy as an incentive to attract investment. Using a two-sided market model, we find that when a platform adopts the coupon strategy, (i) the platform utility and participants’ utility are both greater and (ii) the number of participants is greater. In addition, as most research on two-sided markets and coupon strategy focuses on theoretical models, our study provides empirical support using data from Renrendai.com over 2018 to 2019.

Suggested Citation

  • Yingxiu Zhao & Baojuan Shi & Xiao Li, 2021. "Incentive and Coordination in the Two-Sided Market: Evidence from the P2P Lending Market," Discrete Dynamics in Nature and Society, Hindawi, vol. 2021, pages 1-15, November.
    • Handle: RePEc:hin:jnddns:9240374
    DOI: 10.1155/2021/9240374
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    Cited by:

    1. Yingxiu Zhao & Sitong Zhou, 2023. "The Impact of Two-Sided Market Platforms on Participants’ Trading Strategies: An Evolutionary Game Analysis," Mathematics, MDPI, vol. 11(8), pages 1-18, April.

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