JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE) ›› 2019, Vol. 54 ›› Issue (11): 20-34.doi: 10.6040/j.issn.1671-9352.0.2018.666

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Equilibrium strategies of dual-channel supply chain considering the retailers social comparison behavior

WU Zheng-xiang, LI Bao-ku   

  1. School of Marketing Management, Liaoning Technical University, Huludao 125105, Liaoning, China
  • Published:2019-11-06

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Abstract: Equilibrium strategies of one-to-one dual-channel supply chain that the retailer with social comparison behavior is investigated. According to the relationship of horizontal competition and vertical trading between the seller and the manufacturer, the retailers social comparison behavior is divided into horizontal and vertical social comparison behavior. The equilibrium strategies of dual-channel supply chain that the retailer with horizontal competitive preference were discussed, and the results show that both the preference of behind aversion and ahead seeking of the retailer can reduce his bargaining power with manufacturer; and the manufacturer can control the price competition between channels by using his pricing power. In addition, the equilibrium strategies of dual-channel supply chain that the retailer with both horizontal and vertical social comparison behavior were analyzed, and the findings indicate that in the manufacturer dominant market, the influence direction of retailers behind aversion preference on the equilibrium strategies of dual-channel supply chain is not affected by the retailers disadvantageous inequity aversion preference; however, under the retailer-dominated market, the influence direction of retailers ahead seeking preference on the equilibrium strategies of dual-channel supply will be changed by the higher advantageous inequity aversion preference of the retailer.

Key words: social comparison, fairness preference, competitive preference, inequity aversion, behind aversion, ahead seeking

CLC Number: 

  • F274
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