Abstract:

Mobile e-reading market is a hot market for the global information industry, but in China, it does not develop very well as expected The two most prominent problems are the lack of content and the inadequate use by consumers On the basis of two-sided market theory, firstly the paper theoretically proves mobile e-reading market has all typical characteristics of two-sided market, and constructs the bilateral demand model of consumers and content providers Then, based on real data, this paper conducts an empirical study to prove mobile e-reading market belongs to the two-sided market, and points out the mobile e-reading platform should promote platform operation and business development based on two-sided market theory

Key words: mobile e-reading, two-sided market, cross-network externality