Review of studies on digital transaction platforms in marketing journals

H�nninen, Mikko

Abstract

© 2019 Informa UK Limited, trading as Taylor & Francis Group. Digital transaction platforms now intermediate a large number of transactions between end-customers and independent sellers and service providers in many parts of the economy. In retail, for example, Amazon.com now intermediates transactions between end-customers and hundreds of thousands of independent sellers worldwide, while Etsy.com connects artists, crafters, and collectors with buyers of a large range of niche and rare products. The growing popularity of digital transaction platforms, therefore, has significant implications for retail, marketing and distribution scholars as the existing interaction patterns in the value-chain are increasingly replaced by new digital intermediaries. The purpose of this review is, therefore, to examine, through an extensive and rigorous review of research on digital transaction platforms in marketing journals, what we know and what opportunities lie ahead to expand the theoretical and empirical understanding of digital transaction platforms. The review shows that despite increasing multi-disciplinary and managerial interest towards digital transaction platforms and the platform economy, they remain largely unexplored in marketing journals, and the existing research and theorizing attempts remain fragmented. Therefore, there are many opportunities for marketing, retail and distribution scholars to, for example, collaborate with industry and practitioners in order to gain new perspectives and access to novel data sources, and for example, meet the emerging funding requirements of many universities and governmental funding agencies for more rigorous multi-disciplinary research on digital markets and digital business models.

Citation

Hänninen, M. (2019). Review of studies on digital transaction platforms in marketing journals. International Review of Retail, Distribution and Consumer Research, 30(2), 164-192. https://doi.org/10.1080/09593969.2019.1651380

• Journal Article Type: Article
• Acceptance Date: Jun 21, 2019
• Online Publication Date: Aug 14, 2019
• Publication Date: Aug 14, 2019
• Deposit Date: Aug 19, 2020
• Publicly Available Date: Feb 15, 2021
• Journal: International Review of Retail, Distribution and Consumer Research
• Print ISSN: 0959-3969
• Electronic ISSN: 1466-4402
• Publisher: Routledge
• Peer Reviewed: Peer Reviewed
• Volume: 30
• Issue: 2
• Pages: 164-192
• DOI: https://doi.org/10.1080/09593969.2019.1651380
• Keywords: Digital transaction platforms; multi-sided markets; review; marketing
• Public URL: https://nottingham-repository.worktribe.com/output/4843393
• Publisher URL: https://www.tandfonline.com/doi/full/10.1080/09593969.2019.1651380
• Additional Information: This is an accepted manuscript of an article published by Taylor & Francis in The International Review of Retail, Distribution and Consumer Research on 14.8.2019, available available online: https://www.tandfonline.com/doi/10.1080/09593969.2019.1651380