Abstract: In the online and offline supply chain environment, this paper examines the manifestations of consumer reference effect, and studies the influence of consumer reference effect on manufacturers′choice of online sales mode by constructing game models among manufacturers, physical stores and businesses.The results of theoretical deduction and numerical simulation show that the consumer reference effect and the proportion of commission will affect the manufacturer′s choice of online sales mode synthetically: if the consumer′s perception coefficient of reference effect is small, when the proportion of commission is low or high, the manufacturer will choose the consignment mode; when the proportion of commission is moderate, the manufacturer will choose the resale mode. If the consumer′s perception coefficient of reference effect is large, when the proportion of e-commerce Commission is low, the manufacturer will choose consignment mode; when the proportion of e-commerce Commission is high, the manufacturer will choose resale mode.Under different market conditions, manufacturer′s choice of online sales mode may be consistent with the preference of physical store′s online sales mode, or may conflict with each other. Whether the manufacturer chooses the retail mode or the consignment mode, the retail price offline is always higher than the retail price offline. However, changes in online sales patterns will have an impact on the service level of physical stores. The above conclusions can provide theoretical guidance for the integration of online and offline channels.

Key words: Dual-channel Supply Chain, reference effect, reselling, agency selling