플랫폼 보완자의 멀티호밍 전략: 경쟁과 생존의 역학

Complementor Multihoming Strategies on Platforms:Dynamics of Competition and Survival

Multihoming has received considerable attention from both practitioners and scholars. However, rather than treating it as the strategic behavior of complementors, previous research has evolved mainly from the perspective of platform owners and studied multihoming against the backdrop of platform dynamics or complementor management. Furthermore, studies have generally assumed that the primary reason behind the strategy is to expand market reach. In this study, we present quantitative research that offers alternative motivations behind the multihoming strategy and empirically captures its impact on complementor survival. Based on density dependence theory, we suggest that the adoption of multihoming behavior results from interactions with other complementors in the original platform. We find a U-shaped relationship between the density of the original platform and the complementor multihoming rate. Furthermore, we propose that there is a positive relationship between the number of platforms targeted by complementors and their mortality rate. However, large organizational size mitigates this effect. This study contributes to the platform literature by explaining the motivation and consequences of multihoming and by building a theoretical foundation for the strategical behavior of complementors and their impact on platform ecosystems.