文献类型：期刊文献

中文题名：消费者展厅行为对线上线下渠道价格竞争的影响研究

英文题名：Impact of Consumer Showrooming Behavior on Price Competition between Online and Offline Channels

作者：夏海洋[1]

机构：[1]华东理工大学商学院,上海200237

年份：2023

卷号：28

期号：3

起止页码：111

中文期刊名：工业工程与管理

外文期刊名：Industrial Engineering and Management

收录：CSTPCD;;北大核心:【北大核心2020】；CSCD:【CSCD_E2023_2024】；

基金：国家自然科学基金重点项目(72032001);国家自然科学基金面上项目(71772063)。

语种：中文

中文关键词：展厅行为;线上线下渠道;价格竞争

外文关键词：showrooming behavior;online and offline channel;price competition

摘要：在线下实体零售商和线上网络零售商并存的渠道结构中,考虑线上线下零售商的三种定价博弈,即线上零售商为领导者的Stackelberg博弈、线下零售商为领导者的Stackelberg博弈以及线上线下零售商同时定价的Nash博弈。研究发现,在线下零售商为领导者的Stackelberg博弈中,发生展厅行为的消费者数量最多;在线上线下零售商同时定价的Nash博弈中,发生展厅行为的消费者数量次之;而在线上零售商为领导者的Stackelberg博弈中,发生展厅行为的消费者最少。在上述三种定价博弈中,存在消费者展厅行为都将导致线上零售商利润提高,线下零售商的利润下降,并且对线上线下零售商的渠道总利润也存在负面影响。在线上线下零售商同时定价的Nash博弈中,消费者展厅行为对线上零售商利润的提升效果最弱。在线上零售商为领导者的Stackelberg博弈中,消费者展厅行为对线下零售商利润以及线上线下零售商渠道总利润的负面影响最小。
In a channel structure where an offline retailer and an online retailer coexist,three pricing games were considered.They were the Stackelberg game with the online retailer as the leader,the Stackelberg game with the offline retailer as the leaders,and the Nash game with the online and offline retailers pricing simultaneously.It is found that the largest number of consumers engages in showrooming behavior in the Stackelberg game with the offline retailer as the leader,the second large number of consumers engages in showrooming behavior in the Nash game,and the smallest number of consumers engages in showrooming behavior in the Stackelberg game with the online retailer as the leader.In three pricing games,the presence of showrooming behavior leads to higher profits for the online retailer and lower profits for the offline retailer,and has a negative impact on the total channel profits.In the Nash game,consumer showrooming behavior has the weakest profit-enhancing effect on the online retailer.In the Stackelberg game with the online retailer as the leader,consumer showrooming behavior has the least negative effect on the offline retailer profits and on total channel profits aswell.