With the rapid development of e-commerce, online retailing has become an important part of the market. In order to improve market competitiveness and increase market share, more and more retailers have opened both regular offline channel and online e-tail channel to sell products. Then how to price becomes an urgent problem for upstream manufacturers and dual-channel retailers when there is price competition between regular channel and e-tail channel, especially when consumers have peer-induced fairness concerns. However, linking consumers’ behavioral factors such as fairness concerns to pricing decisions of mixed retail and e-tail channels draws little attention in the literature on supply chain management. This paper incorporates “consumers’ peer-induced fairness concerns” (CPFC) into pricing decisions in a dyadic supply chain, where dual-channel retailer obtains products from manufacturers and then sells products to consumers through both regular channel and e-tail channel. We use game-theoretic models to analyze the equilibrium pricing strategies under the setting with “symmetry consumers’ peer-induced fairness concerns” (SCPFC) and with “asymmetry consumers’ peer-induced fairness concerns” (ACPFC), respectively. Detailed comparisons and numerical analysis are further conducted to examine the impacts of different types of CPFC on equilibrium pricing strategies and profits.

中文翻译：

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消费者的同伴引发的公平问题对混合零售和电子尾巴渠道的影响

随着电子商务的迅猛发展，在线零售已成为市场的重要组成部分。为了提高市场竞争力并增加市场份额，越来越多的零售商开设了常规的线下渠道和在线电子零售渠道来销售产品。那么，当常规渠道和电子零售渠道之间存在价格竞争时，尤其是在消费者引起同行关注的公平性问题时，如何定价成为上游制造商和双渠道零售商的当务之急。然而，将消费者的行为因素（例如公平性问题）与混合零售和电子零售渠道的定价决策联系起来，在供应链管理的文献中很少引起关注。本文将“消费者的同行引起的公平性关注”（CPFC）纳入了二进式供应链的定价决策中，双渠道零售商从制造商那里获取产品，然后通过常规渠道和电子零售渠道将产品出售给消费者。我们使用博弈论模型分别以“对称消费者的同伴引发的公平关注”（SCPFC）和“不对称消费者的同伴引发的公平关注”（ACPFC）的背景分析了均衡定价策略。进一步进行了详细的比较和数值分析，以检验不同类型的CPFC对均衡定价策略和利润的影响。我们使用博弈论模型分别以“对称消费者的同伴引发的公平关注”（SCPFC）和“不对称消费者的同伴引发的公平关注”（ACPFC）的背景分析了均衡定价策略。进一步进行了详细的比较和数值分析，以检验不同类型的CPFC对均衡定价策略和利润的影响。我们使用博弈论模型分别以“对称消费者的同伴引发的公平关注”（SCPFC）和“不对称消费者的同伴引发的公平关注”（ACPFC）的背景分析了均衡定价策略。进一步进行了详细的比较和数值分析，以检验不同类型的CPFC对均衡定价策略和利润的影响。