Supply Chain Decisions With Consumers' Behavior Of Perceived Quality Under The O2O Environment

020(Online to Offline)is a business strategy that draws potential consumers from online channels to physical stores.In recent years,020 is growing rapidly in the world.Many traditional retailers have launched their own online stores to fully compete with pure online stores and the online retailers have set up their own physical stores to meet the consumers' demand to learn the product quality offline.One of the important reasons why 020 is becoming increasingly popular is that some offline experience cannot be completed online.Although online shopping is popular with the consumers for its lower price and convenient logistics service.The consumer who go to the offline store can fully perceive the product quality and they do not need to spend a lot of time to browsing the mass information online.Under the background of 020,this paper integrates the consumer behavior of perceived quality into the research of supply chain and focuses on the following three questions:(1)Considering the different influence of reference quality on the consumer's purchase behavior between the online and offline channels,chapter 2 dicusses the influence of consumers' reference quality effect on a firm's decisions and how should the firm incorporate the reference quality effect properly so that a high profit can be obtained.(2)Chapter 3 takes the influence of retailer's service level on the consumer's choice behavior into the research of dual-channel supply chain and analyzes the service competition as well as price competition between online and offline channels.(3)Chapter 4 studies the consumers' showrooming behavior based on the service competition between the two channels and provides the retailer with effective strategies to avoid the consumers' showrooming behavior.By developing a theoretical model and derivation,this paper presents the optimal advertising,product quality and pricing strategies of the supplier and retailer under different retail models,the optimal service and price level of the retailers,the most effective strategy to avoid the showrooming behavior for different kind of consumers.Based on the analytical results,this paper obtains some meaning insights.First,if product return is not allowed,the supplier will make more efforts on quality improvement as the reference quality effect becomes greater,which results in a higher ratio of quality to price.The supplier prefers to invest more in quality improvement when more consumers choose to visit the physical store and the consumers can benefit from a higher ratio of quality to price.As for the case including product return,the consumers cannot always benefit from product return being allowed under the 020 model.When the firm's handling cost for product return is extremely high,consumers will face a low ratio of quality to price since they will eventually undertake the cost.Second,when consumers have multiple product choices and consumers'perception of products quality is limited,they can spend less time to obtain a more suitable product in the offline store because consumers can touch and experience the product offline.If H-type consumers(high search cost)and L-type consumers(low search cost)coexist,the service level provided by the retailer is lower than that when all consumers are H-type consumers.The retailers can get higher profits if they provide different service and price strategies to H-type and L-type consumers.Thirdly,when the physical store and online store make decisions independently,the entrance fee strategy is optimal for the H-type consumers and the price-matching strategy if optimal for the L-type consumers.When the physical store and online store are horizontally integrated,the entrance fee strategy is optimal for all consumers.Based on the realistic background of O2O,this paper firstly study the dual-channel supply chain under the 020 environment from the perspective of consumers behavior of perceived quality,which has a large theoretical significance.The related research results can provide some reference value for the decisions of 020 enterprise,which is of practical significance.