网络零售商的全渠道战略:考虑体验服务和购物成本

IF 1.1 4区计算机科学 Q4 COMPUTER SCIENCE, INFORMATION SYSTEMS

Infor Pub Date : 2020-08-28 DOI:10.1080/03155986.2020.1811613

Jinrong Liu, Qi Xu, Guoqing Zhang

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引用次数: 2

摘要

零售商越来越多地通过所有可用的购物渠道为顾客提供无缝的购物体验。然而，在线零售商应该在什么时候开设线下陈列室或实体店来实施全渠道战略?在本研究中，我们建立了四种情景下的盈利模型，得到了网络零售商在不同渠道下盈利的条件。结果表明，开设展厅或实体店后，在线渠道的需求减少，总需求增加。此外，选择开设展厅还是实体店取决于在线退货率和线上和线下渠道的单位库存持有成本。此外，如果感知体验服务不太高，开设展厅或门店后的总利润会随着体验服务的增加和线上渠道购物成本的增加而增加。此外，展示厅的增长率高于商店的增长率。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Omni-channel strategy for an online retailer: considering experience service and shopping costs

Abstract Retailers are increasingly offering customers a seamless shopping experience through all available shopping channels. However, when should an online retailer open an offline showroom or a physical store to implement an omni-channel strategy? In this study, we establish profit models in four scenarios and obtain the conditions under which an online retailer can be profitable in different channels. The results show that, after opening a showroom or store, demand in the online channel decreases and total demand increases. Furthermore, the choice of opening a showroom or a physical store depends on the online return rate and the unit inventory holding costs of the online and offline channels. In addition, if the perceived experience service is not too high, the total profit after opening a showroom or store increases with the experience service and the shopping cost of the online channel. Furthermore, the growth rate with a showroom is higher than that with a store.

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来源期刊

Infor 管理科学-计算机：信息系统

CiteScore

2.60

自引率

7.70%

发文量

审稿时长

>12 weeks

期刊介绍： INFOR: Information Systems and Operational Research is published and sponsored by the Canadian Operational Research Society. It provides its readers with papers on a powerful combination of subjects: Information Systems and Operational Research. The importance of combining IS and OR in one journal is that both aim to expand quantitative scientific approaches to management. With this integration, the theory, methodology, and practice of OR and IS are thoroughly examined. INFOR is available in print and online.