Essays on the Empirical Analysis in Seller Behavior in Online Marketplace

Abstract

In this dissertation, I examine problems that related to the phenomena of online marketplace. I specifically study how different forms of digital communications affect consumers and how online sellers can strategically adopt these tools to connect with them. In this dissertation, I investigate the effectiveness of various digital marketing strategies, such as sponsored search, social media endorsement, live chat, and buyer protection program, and how both the platform and marketplace sellers can leverage those tools to improve their businesses. The findings suggest that platforms should keep providing innovation tools to help online sellers to grows, it will not only be beneficial to the sellers, but also be critical to the growth of online platforms.