e-플랫폼 시장에서 빅데이터 활용과 사회후생 분석 연구

Abstract

Purpose This paper aims to analyze the economic effects of Big data in platform competition. We set up a location-based competition model with platforms to compare benefits and risks in usage of big data. Design/Methodology/Approach Specifically, a group of buyers, a group of sellers and platforms live in a circle with unit perimeter and the platforms intermediate two groups with charging fees on both. Platform is free to introduce safeguards to compromise risks such as threats to privacy and personal information when it applies big data fully for its intermediation. Findings The results are as follows. First, monopoly platform in favor of big data may introduce safeguards voluntarily to protect privacy and personal information. However, usage of big data with safeguards by monopoly platform does not always guarantee higher social welfare than without safeguards, which calls for government intervention. Second, competition between platforms with big data and safeguards leads to lower social welfare due to excess structure for intermediation. Research Implications The results implies that government intervention is necessary to coordinate platforms incentives for intermediation structure and privacy protection in the era of big data.