工业工程2026，Vol.29Issue(2)：66-77,153,13.DOI:10.3969/j.issn.1007-7375.240374
体验店公平关切下线上零售商定价与激励机制
Pricing and Incentive Mechanisms for Online Retailers and Offline Showrooms with Fairness Concerns
摘要
Abstract
This study focuses on the joint decision on pricing and incentive mechanism design in an offline-to-online(O2O)supply chain that consists of an online retailer and an offline showroom with fairness concerns.The target is to determine the optimal pricing strategy of the online retailer,and to design the optimal incentive mechanism for the offline showroom,which provides product experience services and may handle potential consumer returns.Based on the principal-agent theory,a model is developed to derive these mechanisms.Solving the model yields the optimal pricing strategy for the online retailer and the corresponding incentive contract for the offline showroom.Furthermore,the impact of fairness concerns,the probability of consumers purchasing directly online,and the return cost on the decisions and profits of both parties are analyzed.Results show that,with the same level of O2O's related factors,fairness concerns of the offline showroom reduce its service efforts,as well as the optimal price and profit of the online retailer.However,the effect of fairness concerns on the incentive coefficient is non-monotonic.Generally,fairness concerns have a negative impact on both the online retailer and the entire O2O system.Numerical experiments validate the effectiveness of the proposed model and findings,and further reveal the underlying mechanisms of fairness concerns in O2O supply chains.关键词
O2O供应链/公平关切/线下体验店/激励机制Key words
offline-to-online supply chain/fairness concern/offline showroom/incentive mechanism分类
管理科学引用本文复制引用
陈克贵,王新宇,黄敏,任亮..体验店公平关切下线上零售商定价与激励机制[J].工业工程,2026,29(2):66-77,153,13.基金项目
中央高校基本科研业务费社科基金(后期资助专项)(2025HQZZSK01) （后期资助专项）
