Document Type : Research Paper

Authors

• Ameneh Ebadi ¹
• Masoumeh Hosseinzadeh shahri ²
• Zeinab Hashemi Baghi ³

¹ Master of Science in Management, Faculty of Social and Economic Sciences, Alzahra University, Tehran, Iran.

² Associate Professor, Department of Management, Faculty of Social and Economic Sciences, Alzahra University, Tehran, Iran.

³ PhD student in Management, Faculty of Social and Economic Sciences, Alzahra University, Tehran, Iran.

Abstract

Platform governance plays a crucial role in managing interactions among actors on the platform. Effective governance involves establishing clear rules for complementors, ensuring fair competition, and preventing conflicts of interest. By managing complementors effectively, platforms can foster innovation, enhance user engagement, and create a dynamic ecosystem that benefits all parties involved.Continuous monitoring of actor performance is essential for platform managers to ensure alignment with overall strategy. Consequently, control mechanisms derived from governance design can influence complementors’ motivations. Moreover, these mechanisms can affect complementors’ preferences between single homing and multihoming.This research collected data through a questionnaire distributed to 391 vendors in an Iranian marketplace, with analysis conducted using Amos software. Results reveal that formal controls like behavioral control have no impact on complementors’ perceived performance or intrinsic motivation. Conversely, informal controls, such as clan control, significantly influence both variables. Additionally, single homing acts as a moderating factor in the relationship between clan control and both intrinsic motivation and perceived performance. Platform owners wishing to maintain loyal single-homing complementors must foster an environment that supports clan control.

Keywords

• platform
• control mechanisms
• multihoming
• perceived performance
• complementor
• marketplace

Main Subjects

• Commercial Management