搭便车行为下服务水平对双渠道供应链影响

商业研究

搭便车行为下服务水平对双渠道供应链影响

计国君，刘茜，杨光勇

（厦门大学管理学院/两岸关系和平发展协同创新中心，福建厦门 361005）

收稿日期:2018-05-10 出版日期:2018-11-10
作者简介:计国君(1963-)，男，安徽肥东人，厦门大学管理学院教授，博士生导师，工学博士，研究方向：供应链管理、顾客行为等；刘茜（1990-），女，河南商丘人，厦门大学管理学院研究生，研究方向：供应链管理、服务科学等；杨光勇（1979-），男，四川达县人，厦门大学管理学院副教授，管理学博士，研究方向：供应链管理、顾客行为。
基金资助:
国家自然科学基金项目，项目编号71571151，71871197，71872158；国家社会科学重点基金项目，项目编号：18AGL013。

The Impact of Service Level on Dual-channel Supply Chain under the Free Riding Behaviour

JI Guo-jun, LIU Xi, YANG Guang-yong

(School of Management/Collaborative Innovation Center for Peaceful Development of Cross-Strait Relations,Xiamen University,Xiamen 361005,China)

Received:2018-05-10 Online:2018-11-10

摘要/Abstract

摘要： 双渠道环境服务溢出效应带来的消费者搭便车行为越来越普遍。本文基于消费者效用理论，通过构建制造商主导的分散决策和集中决策下的Stackelberg博弈模型，研究网络直销渠道和传统零售渠道均提供渠道服务情况下，消费者搭便车因子和渠道服务水平对渠道定价、需求以及供应链利润的影响。结果表明，随着渠道价格和供应链利润随着搭便车因子的增大而提高，当制造商和零售商采取集中决策时，随着网络直销渠道服务水平的提高对供应链利润改善有显著效果。

关键词: 搭便车行为, 服务水平, 双渠道供应链

Abstract: Free riding behavior is more and more popular due to service spillover effect. Based on the theory of consumer utility, and by building a Stackelberg game model under decentralized decision and centralized decision-making led by the manufacturer, this paper pays attention to the impact of consumer free-rider factors and channel service levels on channel pricing, demand and supply chain profits under the conditions that both online direct channels and traditional channels provide services. Results show that the channel prices and supply chain profits increase with the free-riding factor, when the system take centralized decisions, it has a significant effect on the improvement of supply chain profits with the improvement of the service level of online direct sales channels.

Key words: free riding behaviour, service level, Dual-channel Supply Chain

计国君，刘茜，杨光勇. 搭便车行为下服务水平对双渠道供应链影响[J]. 商业研究.

JI Guo-jun, LIU Xi, YANG Guang-yong. The Impact of Service Level on Dual-channel Supply Chain under the Free Riding Behaviour[J]. 商业研究.

参考文献

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