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Consumer Inter-Product Showrooming and Information Service Provision in an Omni-Channel Supply Chain

机译：Omni渠道供应链中的消费者内部展厅和信息服务提供

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摘要

Facilitated by physical showrooms, many online first retailers have embarked on the practice of omni-channel retailing. This offline to online mode (information delivery offline and product fulfillment online) empowers consumers’ showrooming behavior in two ways, namely, intra-product showrooming (intra-SR) and inter-product showrooming (inter-SR). As the physical showroom usually displays a partial assortment of the online products, consumer inter-SR, i.e., the behavior of inspecting one product offline but buying a different or related product online, is critical to firms’ decisions. Moreover, inter-SR facilitated by the retailer’s omni-channel operations changes the nature of upstream competition between manufacturers. In this article, we develop a theoretical model to investigate consumer inter-SR behavior and the information service provision in an omni-channel supply chain. Our main findings are as follows. First, consumer inter-SR benefits the manufacturer whose product is displayed online exclusively but hurts the manufacturer whose product is dual-channel displayed; inter-SR is beneficial to the omni-channel retailer only when the inter-SR intensity is not too high. Second, under the service compensation contract, the dual-channel manufacturer and the retailer can be coordinated to provide enhanced information service; the online-exclusive manufacturer, however, may be either better off or worse off depending on the relative strengths of the utility-increasing effect and the service-differentiating effect of the information service enhancement. Third, the consumers located far from the showrooms are more likely to be hurt by the inter-SR behavior and the information service compensation, while the local consumers generally benefit from them. Finally, the in-store inventory that facilitates immediate product fulfillment has a positive impact on the retailer’s information service provision.
机译：促进了物理陈列室，许多在线第一零售商已经开始了全渠道零售的实践。这是在线模式（信息交付离线和产品履行在线）脱机，以两种方式赋予消费者的展示厅行为，即产品内部陈列室（Intra-SR）和产品间展厅（Inter-SR）。由于物理陈列室通常展示在线产品的部分分类，消费者Inter-SR，即检查一个产品离线但在线购买不同或相关产品的行为，对公司的决定至关重要。此外，通过零售商的全渠道运营促进的SR间互相改变了制造商之间上游竞争的性质。在本文中，我们开发了一个理论模型，以调查消费者间行为行为以及在全渠道供应链中的信息服务提供。我们的主要结果如下。首先，消费者Inter-SR益处其产品在线在线在线显示的制造商，但伤害了产品是双通道的制造商;仅当SR间强度不太高时，SR Inter-SR才有利于全渠道零售商。其次，根据服务补偿合同，双渠道制造商和零售商可以协调，以提供增强的信息服务;然而，在线独家制造商可以根据公用事业效果的相对优势和信息服务增强的服务区分效果更好或更糟。第三，位于陈列室的消费者更有可能受到SR间行为的伤害和信息服务补偿，而当地的消费者通常受益于它们。最后，店内库存促进了立即产品履行对零售商的信息服务提供了积极影响。

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  • 来源
    《Decision Line》 |2020年第5期|1232-1264|共33页
  • 作者

    Tao Zhang; Gang Li; T. C. Edwin Cheng; Stephen Shum;

  • 作者单位

    School of Management and Economics University of Electronic Science and Technology of China Chengdu 610054 China and School of Management Xi'an Jiaotong University Xi'an 710049 China;

    School of Management Xi'an Jiaotong University and The State Key Lab for Manufacturing Systems Engineering The Key Lab of the Ministry of Education for Process Control & Efficiency Engineering Xi'an 710049;

    Department of Logistics and Maritime Studies Faculty of Business The Hong Kong Polytechnic University Hung Hom Hong Kong;

    Department of Management Sciences College of Business City University of Hong Kong Kowloon Hong Kong;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Information Service; Inter-Product Showrooming; Omnichannel Retailing; Operations-Marketing Interface; and Supply Chain;

    机译：信息服务;产品间展厅;全米通道零售;操作营销界面;和供应链;

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