Direct Sales Channel Introduction Strategies for Brands Considering the Impact of Online Reviews
A Stackelberg game model with brand merchants and e-commerce platforms was created using game theory to investigate the decision and influence of brand merchants to launch direct sales channels un-der the background of online reviews.The research results show that brand merchants are only motivated to introduce direct sales channels when the online reviews of products have highly positive effects,and in-creasing consumer recognition of direct sales channels can promote the introduction of direct sales chan-nels.At this point,the invasion of brand merchants direct sales channels will result in a win-win situa-tion.Online reviews may lessen the problem of double marginalization of self-operated channels,whether or not direct sales channels are invading.
国家科技期刊平台
NSTL
万方数据
维普
