青岛大学学报（自然科学版）2024，Vol.37Issue(1)：85-92,8.DOI:10.3969/j.issn.1006-1037.2024.01.13
考虑在线评论影响的品牌商直销渠道引入策略
Direct Sales Channel Introduction Strategies for Brands Considering the Impact of Online Reviews
摘要
Abstract
A Stackelberg game model with brand merchants and e-commerce platforms was created using game theory to investigate the decision and influence of brand merchants to launch direct sales channels un-der the background of online reviews.The research results show that brand merchants are only motivated to introduce direct sales channels when the online reviews of products have highly positive effects,and in-creasing consumer recognition of direct sales channels can promote the introduction of direct sales chan-nels.At this point,the invasion of brand merchants direct sales channels will result in a win-win situa-tion.Online reviews may lessen the problem of double marginalization of self-operated channels,whether or not direct sales channels are invading.关键词
自营渠道/直销渠道/渠道竞争/在线评论Key words
self-operated channels/direct sales channels/channel competition/online reviews分类
管理科学引用本文复制引用
杨晴,闵杰,欧剑..考虑在线评论影响的品牌商直销渠道引入策略[J].青岛大学学报（自然科学版）,2024,37(1):85-92,8.基金项目
国家自然科学基金(批准号:72271004)资助. （批准号:72271004）
