考虑溢出效应的线下零售商在线评论服务策略  

Online Review Service Strategy of Offline Retailer with Spillover Effect

作　　者：王鹏 王要玉 张志坚[2] WANG Peng;WANG Yaoyu;ZHANG Zhijian(Business School,Soochow University,Suzhou 215021,China;School of Transportation Engineering,East China Jiaotong University,Nanchang 330013,China)

机构地区：[1]苏州大学商学院,江苏苏州215021 [2]华东交通大学交通运输工程学院,江西南昌330013

出　　处：《运筹与管理》2024年第10期179-185,共7页Operations Research and Management Science

基　　金：国家自然科学基金资助项目(72071137,71671119);江苏省研究生科研创新项目(KYCX21_2923)。

摘　　要：针对线上渠道的溢出效应,研究了线下零售商的在线评论服务策略。因此,构建了线下零售商与线上零售商组成的供应链博弈模型,比较了不同模型的均衡结果,分析了溢出效应和在线评论对最优决策和利润的影响。结果表明,在线评论服务策略主要取决于消费者好评偏好和溢出效应特征,消费好评偏好较高且负向溢出效应显著时,在线评论服务实现了零售商间的共赢,但在线评论服务水平较低。随着正向溢出效应更显著,线下零售商提供在线评论服务的积极性降低。在不同在线评论服务策略中,消费者好评偏好对产品定价与利润产生的影响截然相反。无在线评论服务时,零售价格与需求变化关系正相关。Online review can relieve consumers of concerns about product fit,thus many offline retailers try to introduce the online review service,which costs a lot for firms.Moreover,in the context of offline and online channel retailing,the spillover effect of online channels has an important influence on the channel competition.Spillover effect refers to the fact that for every unit sold online,the sales volume in offline channel changes.In particular,a positive(negative)spillover effect indicates that the sales volume of online channel increases(decreases)the demand of offline channel.Therefore,the offline retailer has a trade-off between product revenue and service cost when introducing online review service.Motivated by the above business practices,we study whether the offline retailer provides online review service at the brick-and-mortar store and the influence of the spillover effect on equilibrium results.According to different spillover effect cases,i.e.,non-spillover effect(N)and spillover effect(S),and online review service strategies in offline channel,i.e.,non-online review service(N)and online review service(R),we develop four different Stackelberg game models in a dual-channel supply chain consisting of one online retailer and one offline retailer.Thus,there are four models:NN,NR,SN,SR,respectively.Then,we obtain equilibrium results in different models and discuss the impact of equilibrium strategies and spillover effect on optimal decisions and profits.Furthermore,we verify how the effect of critical factors has on equilibrium strategy.The results reveal that(1)the equilibrium introduction strategy of online review service depends on consumers’preference for positive reviews and spillover effect.When consumers’preference is high and the negative spillover effect is salient,the online review service will achieve a win-win result between the two retailers,whereas the optimal online review service level and offline retail price may be lower.However,the prominent difference in channel information effectiv

关 键 词：双渠道供应链 在线评论 溢出效应 消费者偏好 

分 类 号：F274[经济管理—企业管理]