| The rise of online shopping has made consumers feel the convenience brought by ecommerce without the constraints of time and space,and consumers can buy products without leaving home.However,unlike physical retail,consumers only judge products through product information displayed on the Internet,and cannot actually feel the products on their owns,which may reduce the likelihood of purchases from online channels.For this reason,most of the existing shopping websites,such as Amazon,Taobao,JD.com,Vipshop,etc.have set up online reviews sharing platforms that allow consumers to freely share the experience of using products.The purpose of the platform is to help potential consumers judge whether the product meets their expectations and whether to make purchase decision by publishing the shopping experience of consumers who have purchased,which solves the problem of imperceptibility of products purchased online to a certain extent and promotes sales.With the continuous development of e-commerce technology,there is a phenomenon of dual-channel coexistence,and online reviews service can improve the competitiveness of online channel,which will inevitably intensify the conflict between channels.So what specific impact online reviews service will have on the sales of these two channels is worth studying.In addition,online reviews is the service provided by online channel,and offline channel also provide offline experience service.It is worth further thinking about how the investment of online review service affects the investment of offline experience service and it is worth further thinking about the impact on supply chain decision-making under the simultaneous action of online review service and offline service.Considering the above-mentioned reality,this paper mainly focuses on the influence of online reviews on supply chain decision-making.Firstly,it summarizes the research background and significance of research on supply chain decision-making and coordination.Based on the research and analysis at home and abroad,we find the shortcomings of existing literature research and takes this as an entry point.Then,the influence of whether to provide online review service on the decision-making in single-channel and dual-channel supply chain is considered separately,and it also extends to how decisions change when offline service has an impact on online channel with online reviews.In addition,the above three situations are coordinated through contracts to promote the optimization of the entire supply chain.Through a series of studies,it is found that online reviews service provided by online retailers is helpful for channel sales,so in the real online shopping environment,online merchants or shopping platforms should provide online reviews service.In the dual-channel sales model,although the online reviews service will intensify the competition between channels,the total profit of the supply chain will still increase.At the same time,consumers’ channel preferences will also affect purchasing decisions.Therefore,online retailer should also focus on cultivating consumers’ online shopping habits when launching online reviews service.Secondly,when there is online reviews and the offline experience service has a positive spillover effect on online sales,the online direct sales price,traditional retail prices and total supply chain profit will rise accordingly,and with the input level of online reviews service increases,the put level in offline services will also increase.In addition,the investment in online reviews will increase the profit of online channel,but it will damage the profits of offline retail channel.At this time,by using revenue sharing contract and two-part tariff contract to coordinate the supply chain,the optimal solution under decentralized decision-making can be effectively changed,so that the supply chain can be optimized. |
