Channel selection is a critical trade-off for digital products firms whose products are characterized by network externality. This work develops the models of consumers’ utility impacted by the network externality for two channel strategies of the digital product firms in the two-sided market: direct channel strategy and platform channel strategy. Deriving from the consumers’ utility, the optimization models of the two channel strategies are presented. The optimization models are solved through the Lagrangian method, and the comparative statics analysis is conducted to investigate the effect of network externality on optimality. Mathematical results show that if the intensity of network externality in the online platform surpasses that in the direct channel, the platform channel strategy dominates the other channel strategy; otherwise, the direct channel strategy is the firms’ optimal decision. In addition, the two channels share the equal optimal price, and the firms’ profit (and demand) would be positively impacted by the network effect and the products’ features but negatively impacted by the consumers’ learning cost. This work provides decision support for the digital product firms on channel selection in the context of the two-sided market.

In the two-sided market where the third-party platforms connect the providers and consumers, the online platforms become the significant distribution channel of digital products; therefore, the digital product firms face the hybrid channel pricing problem in the two-sided market in which the products are launched through the platform channel and the existing direct channel. Because the network externality effect is the significant economic characteristic of digital products and services, the current work presents the models of consumers’ utility obtained by adopting digital products from the direct and platform channels, and the utility models use the network effect in the direct and platform channels as the parameters. The optimization model on pricing is derived from the utility models and solved mathematically. The closed-form solutions show that the price in the direct channel is supposed to be lower than that in the platform channel, while the prices of digital products would be affected by the network effect only when the products are distributed through the direct channel. The comparative statics analysis on the network effect illustrates that the network effect in the direct channel and the platform channel would, respectively, have the positive and negative impact on the products’ prices and the firms’ profit. The current work explores the hybrid channel pricing problem and provides insights for the digital product firms on the optimal pricing decision in the context of the emerging platform economy.

This study explores the effects of advertising's interactivity on consumers' attitude, brand awareness, intention of word-of-mouth and purchase intention through a comparison between high interactive advertising and low interactive advertising. Experiment was carried out with two factorial design using high and low interactive advertising messages and two different countries. The respondents were 120 Korean and 120 Two hundreds forty valid questionnaires were collected. According to the research results, the brand awareness and attitude of high interactive advertising is much higher than the low one to the consumers of Korean and Chinese. The consumers of Korean and Chinese who were exposed to high interactive advertising have high intention to word-of-mouth in high interactive advertising. Korean and Chinese consumers also have high intention to purchase when they watch the high interactive advertising. Between two countries, Chinese consumers have higher intention to purchase than Korean consumers.■ keyword :|Interactivity|Advertising|Attitude|Brand Recognition|Word-of-Mouth|Purchase Intention|