Supply Chain Decision To Consider The Level Of Information Services And Two-way Free-riding Behavior

With the development of e-commerce,online shopping attracts more and more consumers.At the same time,the development of Internet technology and the emergence of information explosion lead to the emergence of two-way free-riding behavior,that is,some consumers will enjoy the online information services,and then go to physical stores to buy products.The emergence of this behavior has changed the traditional supply chain channel decision-making.Therefore,channel members must make reasonable operational strategies to cope with new development opportunities.Considering the influence of two-way free-riding behavior on the operation strategy of supply chain,this paper uses Stackelberg game theory to study the supply chain decision-making and operation strategy under two-way free-riding behavior by constructing the closed-loop/open-loop dual channel supply chain decision-making equilibrium model.The main research problems are as follows:(1)Online channel manufacturers provide information services,offline stores provide physical experience services,considering the impact of both sides' services on consumers' purchase intention,through the establishment of Stackelberg game model,the optimal price strategy at this time is analyzed,and the impact of two-way free-riding degree and service substitution degree on the optimal decision-making is discussed.The results show that when the degree of two-way free-riding increases,the online price increases while the offline marketing price increases first and then decreases.The increase of free-riding will not immediately reduce the service enthusiasm of offline retailers,but the excessive free-riding is not conducive to the improvement of physical service level.Retailers' serv ice level,offline retail price,online retail price and wholesale price are all negatively correlated with service level substitutability.The higher the service substitution,the lower the market demand,but the lower the retail cost.For manufacturer,the increase in demand is small and the cost increases.(2)Considering the manufacturer's recycling of dual channel closed-loop supply chain,through the design of two-way free-riding closed-loop supply chain model,the change of operation strategy in the closed-loop supply chain is analyzed when the two-way free-riding behavior occurs.Research shows that: with the more and more common free-riding behavior of consumers,the total market demand will increase to a certain extent,the number of waste products in the hands of consumers will increase,the recovery workload will increase,the difficulty of recovery will increase,resulting in the decrease of recovery rate and the increase of carbon emission of the final prod uct.For manufacturer,the free-riding behavior of consumers will increase carbon emissions,so the manufacturer should be cautious when developing and establishing dual channel distribution products.