Abstract

This paper examines the influence of subsidies provided by traditional (e.g., a bricks-and-mortar retail mall) and electronic (e.g., Alibaba and Amazon) retail platforms to consumers. We look at the competition between traditional retailers, who sell in a shopping mall, and e-tailers, who sell on the electronic platform. Our focus is on analyzing and demonstrating how these channel subsidies influence (1) pricing behaviors for the e-tailer and the traditional retailer and (2) consumers utilities and channel choices. The main findings are as follows. Whether from the perspective of consumers utilities or from the perspective of consumer channel choice, consumers with different WTP are influenced differently by channel subsidies. While both types of subsidy help the two channels attract some low willingness to pay consumers, the electronic channel subsidy can help the electronic channel attract consumers who are willing to pay more from the traditional channel. The results can help retailers and channel subsidy providers to understand how channel subsidies work, and the differences in the WTP of consumers who purchase products before and after subsidies. This understanding informs retailers’ segmentation, targeting and pricing decisions and helps subsidy providers to make channel subsidy-related decisions.

中文翻译：

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双渠道供应链中渠道补贴对消费者的影响

摘要

本文研究了传统（例如实体零售商店）和电子（例如阿里巴巴和亚马逊）零售平台提供的补贴对消费者的影响。我们看一下在购物中心购物的传统零售商和在电子平台上销售的电子零售商之间的竞争。我们的重点是分析和说明这些渠道补贴如何影响（1）电子零售商和传统零售商的定价行为，以及（2）消费者的效用和渠道选择。主要发现如下。无论是从消费者公用事业的角度还是从消费者渠道选择的角度来看，具有不同WTP的消费者受到渠道补贴的影响都不同。两种补贴都有助于这两种渠道吸引消费者的支付意愿较低，电子渠道补贴可以帮助电子渠道吸引愿意从传统渠道支付更多费用的消费者。结果可以帮助零售商和渠道补贴提供商了解渠道补贴的工作原理，以及在补贴前后购买产品的消费者的WTP差异。这种了解为零售商的细分，目标和定价决策提供了信息，并帮助补贴提供者做出与渠道补贴相关的决策。