This study focuses on the value of the buy‐online‐and‐pickup‐in‐store (BOPS) option during online shopping carnivals. We develop a newsvendor model in which a retailer faces the risk of online order overload and provides consumers with a BOPS option. The optimal pricing and ordering decisions under the benchmark scenario and the omnichannel retailing scenario with the BOPS option are analyzed. The results demonstrate that after implementing the BOPS option, the retailer will maintain or lower the price instead of raising the price. In addition, we find that the fraction of BOPS consumers, the unit goodwill loss, and the retailer's best online service capacity play significant roles in the implementation of the BOPS option. We identify the condition under which the retailer can benefit from the BOPS option.

中文翻译：

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在线购物狂欢节中的在线购买和提货选项对定价和订购决策的影响

这项研究的重点是在网上购物狂欢节期间，在线购买和店内提货（BOPS）选项的价值。我们开发了一个新闻供应商模型，其中零售商面临在线订单超载的风险，并为消费者提供BOPS选项。分析了基准情景和带BOPS选件的全渠道零售情景下的最佳定价和订购决策。结果表明，实施BOPS选项后，零售商将维持或降低价格，而不是提高价格。此外，我们发现BOPS消费者的比例，单位商誉损失和零售商的最佳在线服务能力在实施BOPS方案中起着重要作用。我们确定了零售商可以从BOPS选项中受益的条件。