[关键词]
[摘要]
针对越来越多的品牌制造商开设线下体验店,考虑线下体验店对消费者购买决策行为的影响,运用消费者效用理论分别构建线下体验店开设前后电子零售商与上游制造商的利润决策模型,研究制造商线下体验店选择问题。研究发现：若消费者线下体验成本和线下体验店开设成本都较低,或是在消费者线下体验成本较低下,体验店开设成本虽然较高但若线下体验效应较大,制造商都将选择开设线下体验店并促使供应链成员达到双赢。此外,即使消费者线下体验成本和线下体验店开设成本都较高,但若线下体验效应足够大,制造商也可能会选择线下体验店。
[Key word]
[Abstract]
Considering manufacturers to open showrooms in offline, decision models are established for supply chain members before and after opening showrooms with the impact of showrooms on consumers’ purchase decision behavior by consumer utility theory to study showrooms selection for manufactures. The results showed that showrooms will be beneficial to e-tailers and manufacturers for not high enough consumer experience cost and cost of showrooms. In addition, even if consumer experience cost and cost of showrooms are high, manufactures will also establish showrooms with strong experience effect.
[中图分类号]
C931
[基金项目]
国家自然科学基金青年项目
