Strategy selection of manufacturer's experience store with the effect of consumer social learning
Considering consumers'social learning on product quality,this paper studies whether the manufac-turer should open experience stores by applying the game theory under three scenarios(the traditional retail channel only,the experience store only,and the dual channels),respectively.By comparing and analyzing pric-ing decisions,profits and consumer surplus under the three channel strategies,the effect of the manufacturer's experience store is examined.Furthermore,the conditions where the manufacturer will open experience stores can be obtained.The results show that the manufacturer will open experience stores only when consumers'up-dated,uncertain valuation of product quality meets certain conditions.Additionally,opening experience stores does not necessarily damage the retailer's profit.The retailer can even benefit from experience stores under certain conditions,thus achieving a win-win situation.Consumer surplus in the traditional retail channel and the experience store shows an opposite trend with respect to the valence of experience and perceived credibility.
social learningexperience storeproduct qualitychannel choice
万方数据
维普
