Abstract
Contributing to the literature on the E-commerce platform governance, this paper analyzes the e-commerce platform's optimal reward strategy and settled enterprises' optimal Research & Development (R&D) investment decision with different R&D patterns. The results indicate that the platform's rewards can increase settled enterprises' R&D investment and overall benefit of the ecosystem. Under R&D competition pattern, the platform's optimal reward is positively correlated with the technology spillover effect. Under R&D cartels and RJV competition patterns, the platform's optimal reward will increase as the degree of product complementarity. Under R&D competition pattern, settled enterprises' R&D investment and product quality reach the optimum.
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