Количественная оценка перекрестных сетевых эффектов для нетрансакционных платформ

Вестник Московского университета. Серия 6: Экономика. 2022. № 4. С. 17–38.

Рожкина В. С., Golovanova S., Korneeva D.

The analysis of cross-network effects is important for considering the impossibility of their direct observation and the influence of cross-network effects on the values of all tests in competition policy, pricing practice and merger valuation. The article summarizes the experience of quantifying cross-network effects for non-transactional platforms. This paper systematizes methods for assessing cross-network effects (regression equation systems, features of data collection, control variables) used in the study of the mutual influence of the media audience (newspapers, magazines, television channels) and advertising. The results of the analysis reflect the technical feasibility of this goal and the requirements for the initial data and the competence of the expert in the application of quantitative methods. The article also summarizes the results of empirical estimates, which in most cases coincides with the predictions of the theory about the sign (direction) of cross-network effects.

Keywords: quantitative methods, оценка спроса, demand estimation, перекрестные сетевые эффекты, количественные методы, многосторонние платформы, multi-sided markets, indirect network effects

Publication based on the results of: The evidence-based competition policy in the markets controlled by digital platforms (The international and Russian practice) (2022)