消费者展厅行为和参考质量效应对O2O供应链动态运营策略的影响

doi:10.16381/j.cnki.issn1003-207x.2019.0649

Abstract

Abstract: Omni-channel retailing enriches consumers’ shopping choices. Consumers can find the best choice for their purchase by distinguishing the distinctive characteristics of each sales channel. But this has also caused consumers’ showrooming behavior- they conduct product experience in the brick and mortar store to determine the suitable product for their own, and then to buy the products online in e-commerce platform which has lower price. This kind of free-riding behavior of consumers often brings huge damage to the brick and mortar store and even the supply chain, which also triggers the research on the showrooming behavior and the discussion on the web-showrooming both in business community and academic circles.

Key words: showrooming；O2O supply chain；reference quality effect；differential game；free-riding behavior；brand premium

CLC Number:

F224

MA De-qing, HU Jin-song. Study on the Dynamic Operation and Marketing Strategies of O2O Supply Chain Considering Consumers’ Showrooming and Reference Quality Effect[J]. Chinese Journal of Management Science, 2022, 30(4): 167-183.

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Study on the Dynamic Operation and Marketing Strategies of O2O Supply Chain Considering Consumers’ Showrooming and Reference Quality Effect

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