Abstract: In this paper, under the BOPS model of omni-channel retail, we consider allowing returns to study the problem of consumer channel selection. First, the consumer and retailer decision-making under traditional dual-channel and dual-channel implementation of BOPS is investigated. Then we add the return setting, and re-study and compare the decision-making of the two. The study finds: the introduction of the BOPS model can improve the attractiveness of physical stores to retailers and consumers without considering returns;In the case of returns, the introduction of BOPS makes consumers more willing to choose offline purchases and sales, but it may not always lead to an increase in total sales; When BOPS is implemented, returns allow retailers to be more willing to sell in brick-and-mortar stores, while also complicating consumer purchase channel choices.

Key words: BOPS, consumers channel choice, inventory management, returns

摘要： 本论文在全渠道零售的BOPS模式下,考虑允许退货研究消费者渠道选择问题。首先研究传统双渠道和实施BOPS的双渠道下的消费者和零售商决策。然后加入退货设定,对二者的决策进行重新研究和对比分析。研究发现:不考虑退货的情况下,引入BOPS模式能够提升实体店对零售商及消费者的吸引力;退货情况下,引入BOPS使消费者更愿意选择线下购买和销售,但不一定总能带来销售总量的增加;实施BOPS时,退货允许让零售商更愿意在实体店销售,同时消费者的购买渠道选择也变得复杂。

关键词: BOPS, 消费者渠道选择, 库存管理, 退货