Research on retail channel decisions considering consumer’s fairness concern

Online retailing provides alternative shopping channels, where the retail platform can either let manufacturers directly sell to consumers or open a self-operated channel, even both. Regardless of sales often pay attention income gap between themselves and enterprises (named consumer’s fairness concern ). In this work, we explore how consumers’ concerns affect optimal decisions both manufacturer under different channel modes (single-channel mode mixed-channel mode). The results show that has negative impact on price low production cost in single-channel mode, while prices mix-channel are jointly determined by revenue sharing ratio. Besides, if market not yet formed, choose consignment depending level By contrast, already been should make effort reduce only exists, maintain ratio at moderate there exist mixed channels.