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考虑两家处于供应链下游的零售商,其中一家为实体店,一家为网上店,其中网上店利用了顾客的免费搭车行为获得部分市场需求。文章研究了免费搭车行为对两零售商价格竞争及利润的影响。研究表明随着实体店服务水平的上升和网上店初始需求的增大,网上店的均衡利润将增加,两家店的价格竞争将更加激烈;当边际服务成本较低时,实体店的均衡利润要高于网上店的均衡利润,允许顾客的免费搭车行为存在,并缓解了两家店之间的价格竞争;当边际服务成本很高时,实体店入不敷出,不再允许顾客的免费搭车行为。
Consider two retailers in the lower supply chain, one in physical stores and one in online stores, where online stores take advantage of customers’ free riders to gain some market demand. The article studies the effect of free ride on the price competition and profit of two retailers. The research shows that as the service level of the store increases and the initial demand of the online shop increases, the equilibrium profit of the online shop will increase and the price competition of the two stores will be more intense. When the marginal service cost is low, the profit of the physical shop To be higher than the online store’s balanced profit, allowing customers free ride behavior exist, and to ease the price competition between the two stores; marginal service costs are high, the store can not make ends meet, no longer allow customers free ride behavior.