PurposeThis paper aims to propose the mechanism of cross-network effect embedded, which can help cross-border e-commerce (CBEC) platforms strengthen cooperative relationships with sellers more equitably and effectively by using the network structural characteristics of the platforms themselves.Design/methodology/approachA two-stage evolutionary game model has been used to confirm the influence factors. The mathematical derivation of evolutionary game analysis is combined with the simulation method to examine the role of cross-network effect in cooperation. The evolutionary game model based on the cross-network effect is proposed to achieve better adaptability to the study of cooperation strategy from the two-sided market perspective.FindingsThe evolutionary game model captures the interactions of cross-network effect and the influence factors from a dynamic perspective. The cross-network effect has a certain substitution on the revenue-sharing rate of SMEs. CBEC platforms can enhance the connection between consumers and the website by improving the level of construction, which is a good way to attract sellers more cost-effectively and efficiently.Research limitations/implicationsThis study provides a new method for the validation of the cross-network effect, especially when data collection is difficult. But this method is only a numerical simulation. So the conclusions still need to be further tested empirically. Besides, researchers are advised to explore the relationship between the added user scale and the cross-network effect in some specificCBEC platforms.Practical implications This study provides a new method for the validation of the cross-network effect, especially when data collection is difficult. But this method is only a numerical simulation. So the conclusions still need to be further tested empirically. Besides, researchers are advised to explore the relationship between the added user scale and the cross-network effect in some specific CBEC platforms.Originality/valueInvestigations that study cooperation strategy from the cross-network effect perspective in CBEC are limited. The research figured out which influence factors are affected by the cross-network effect in cooperation. A two-stage evolutionary game model was proposed to explain the interaction of the factors. The evolutionary game analysis with a simulation method was combined to highlight the role of cross-network effect on cooperation strategy to give a deeper investigation into the sustainable cooperation ofCBEC.

With the development of the Internet, traditional platforms have been challenged by competition from participants on the platform. However, it is unclear how these two types of population, which are in competition but also mutually dependent, can co-exist in the new platform ecosystem. This paper sheds light on that key phenomenon by extending the population density logistic model of the e-commerce platform ecosystem between participants and platforms based on the symbiosis theory. By solving the logistic equation, we acquire the evolutionary trajectory and final size of populations under different symbiotic patterns. The results reveal that the cooperative and competitive effect determines the equilibrium outcome of the symbiosis evolution of e-commerce platform ecosystem. In the asymmetric symbiosis mode, only one population is influenced by positive synergy that increases population density and promote evolution. The contribution coefficient of subordinate to the dominant is greater than the feedback coefficient from the dominant; the trends of output value are inconsistent. The symmetric symbiosis mode is the optimal model for participants and platforms. The effect “ 1 + 1 > 2 ” can only be achieved under the symmetric symbiosis mode, and the growth of the participants and the platforms is more stable and sufficient than that in other modes. The findings will provide additional perspectives to promote the sustainable development of e-commerce platform ecosystem considering the cooperative and competitive effect.

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