“…Furthermore, along with several studies on the pricing mechanism (e.g., Armstrong, ), the chance to leverage the reward mechanism has been considered as one of the ways to increase participation on one side to attract greater participation on the other side (Lu, Goldsmith, & Pagani, ). In the same vein, the role of value‐added services (VAS) has been considered as a strategy to increase participation and profit for the entire platform (Dou, He, & Xu, ).…”