Demand formation and competitive dynamics in digital platform markets: Evidence from online travel platforms
DOI:
https://doi.org/10.52300/grow.v12i1.26129Keywords:
digital platforms, demand formation, market competition, online transactions, promotionAbstract
Demand formation in digital platform markets reflects the interplay between competitive intensity, consumer behavior, and transaction efficiency, particularly in the online travel industry. This study examines how promotion and online transactions shape sales performance using firm-level survey data from platform users. The findings indicate that promotion and transaction efficiency significantly drive sales, while e-service quality shows no significant effect, suggesting its role as a baseline expectation rather than a differentiating factor. These results highlight shifting demand dynamics and emphasize the importance of strategic market instruments in increasingly competitive digital environments
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