Research On Access And Reputation Mechanism Of Domestic Service O2O Platform Based On Two-sided Markets Theory

With the rapid development of internet and mobile terminal technology,O2O rapidly rises in the Chinese market,also many practical and innovative application platforms which are closely linked with the residents' life have been emerging.The fashionable domestic service O2O business model has rapidly land domestic service market,brings people unprecedented fresh feeling.This reflects the urban residents' growing domestic service demand,at the same time,their demand promotes the development of domestic service O2O platform further.Compared with other more mature O2O model,domestic service O2O is still in the primary stage of development,there are still many problems like poor credibility,management confusion,low degree of customer approval.Most domestic service O2O platforms still don't have a related service standard now,also they aren't concerned about family workers'knowledge and skill level.Some regular domestic service O2O has its own service standards,but many family workers often deviate from the service standard in their execution process,making consumers feel the gap between the service description and the current service behavior.To solve these contradictions,this article compares several domestic and foreign typical domestic service O2O platform cases and draws a conclusion that the platform must implement the service level access mechanism.This article finds that if consumers have enough preference for family workers' service level,the platform will take service level access mechanism.This article also shows a negative relation between the access threshold for platform and network externality between consumers and family workers'.Relatively,there exists a positive correlation between the access threshold for platform and consumers'preference for high service level of family workers.Further,in domestic service O2O platform operation environment,even if the platform has implemented service access threshold and identified the high service level family workers,many family workers still deviate from the service standard in their execution process.The platform can't know all about family workers service behavior,so the information asymmetry can reduce transaction efficiency and cause market failure.This article finds that the synchronous reputation mechanism in the two-way reputation mechanism is more suitable for China's domestic service O2O platform,because its effectiveness depends on the punishment preferences for both sides of the trade as well as the existing credit degree of market.The results of research and its extending management recommendations adapted to practical examples and future research directions are discussed in the final.There is certain academic value and practical guiding significance for domestic service O2O platform in this article.