To improve the consumer shopping experience and to remain competitive, an increasing number of retailers continue to increase their investment in technology services and actively seek help from technology service providers to transform and upgrade their retail business. Technology service providers deliver new technological solutions for retailers by providing professional retailing technology services (e.g., building omnichannel retailing modes). Considering this context, we seek to understand whether retailers expect to use technology services and service providers’ expectations of providing retailing services. In this paper, we build a two-tier supply chain with one upstream technology service provider and one downstream retailer (or two competitive retailers) to analyse the strategic choice of the retailer(s) and the service provider. We find that the retailer(s) can purchase a professional retailing technology from the technology service provider and that the service provider is willing to provide technology to two competing retailers, which can increase market demand and yield higher profits. Furthermore, we find the impact of the technological contribution level, retail competition intensity, the power structure, and the technology marketing effect on decision outcomes is significant. Therefore, retailers should consider the influence of these factors when service providers deliver a retailing technology service.

为了改善消费者的购物体验并保持竞争力，越来越多的零售商继续增加对技术服务的投资，并积极寻求技术服务提供商的帮助以转变和升级其零售业务。技术服务提供商通过提供专业的零售技术服务（例如，建立全渠道零售模式）为零售商提供新的技术解决方案。考虑到这种情况，我们试图了解零售商是否期望使用技术服务以及服务提供商对提供零售服务的期望。在本文中，我们与一个上游技术服务提供商和一个下游零售商（或两个竞争零售商）建立了两层供应链，以分析零售商和服务提供商的战略选择。我们发现零售商可以从技术服务提供商处购买专业的零售技术，并且服务提供商愿意向两家竞争的零售商提供技术，这可以增加市场需求并产生更高的利润。此外，我们发现技术贡献水平，零售竞争强度，权力结构以及技术营销对决策结果的影响是显着的。因此，零售商在服务提供商提供零售技术服务时应考虑这些因素的影响。此外，我们发现技术贡献水平，零售竞争强度，权力结构以及技术营销对决策结果的影响是显着的。因此，零售商在服务提供商提供零售技术服务时应考虑这些因素的影响。此外，我们发现技术贡献水平，零售竞争强度，权力结构以及技术营销对决策结果的影响是显着的。因此，零售商在服务提供商提供零售技术服务时应考虑这些因素的影响。