Abstract: Consumers increasingly visit brick-and-mortar venues to evaluate products in person, using mobile technology to search and perhaps purchase them online. In response to showrooming, this paper establishes the model of the pricing decision for different consumer buying methods by consumer utility theory. In a comparative analysis of optimal decisions on different circumstances, this paper studies the impact of showrooming on the pricing and profits of electronic retailer and traditional retailer. Our analysis shows that showrooming intensifies competition for traditional retailer and electronic retailer in BR, and showrooming reduces the profits for both firms when the influence of physical store experience on electronic channel acceptance is greater. For EBR and the physical store experience are less affected, however, traditional retailer can improve the sales price and profits by showrooming.

Key words: dual-channel, price competition, showrooming, channel switching

摘要： 针对双渠道中存在消费者先通过实体店体验产品,而转移电子渠道购买的展厅现象,运用消费者效用理论,建立不同购买方式下电子零售商和传统零售商的定价决策模型,通过对不同情形下最优决策的比较分析,进一步研究展厅现象如何影响电子零售商和传统零售商的定价和利润。研究表明:三种购买方式同时存在时,展厅现象将加剧传统零售商与电子零售商的价格竞争,导致双方利润受损,但当电子渠道接受度较高或是较低且实体店体验对电子渠道接受度的影响较大时,电子零售商可以利用展厅现象提高其销售价格并获利。

关键词: 双渠道, 价格竞争, 展厅现象, 渠道转移