双渠道零售商质量信息披露策略研究

Research on quality disclosure strategy of a dual-channel retailer

在质量信息不对称下,文章基于Hotelling模型研究了双渠道零售商线上线下纵向差异化产品的质量信息披露决策问题。研究发现最优披露策略主要受到产品质量定位和披露成本的影响如下:若披露成本较低,则两渠道均有可能披露,即当两产品质量均较小时,线上线下均不披露;当两渠道产品质量都较高时,线上线下均披露;当线下渠道产品质量较高而线上渠道产品质量较低时,仅线下渠道披露。若披露成本适中,则仅线下渠道可能被披露,且只有当线下渠道产品质量较高时,才会披露;否则,两渠道均不披露。若披露成本较高时,则线上线下都不披露。此外,线下渠道服务水平和线上单位匹配成本的增加总是导致线上渠道披露更少的信息,而线下渠道披露更多的信息。

Quality disclosure strategy for a dual-channel retailer selling vertically differentiated products through online and offline channels is studied with a Hotelling model developed under quality information asymmetry. The analysis results show that the optimal disclosure strategy mainly depends on quality positioning and disclosure cost. If the disclosure cost is low,the quality information of online and offline products is likely to be disclosed. Specifically,when the quality of both online and offline products is low,the quality information of both products will not be disclosed;when the quality of both channels is higher,both will be disclosed;when the quality of offline product is higher and the quality of online product is lower,only the quality information of offline channel will be disclosed. If the disclosure cost is moderate,the offline channel will be disclosed when the product quality of offline channel is higher,otherwise,the quality information will be concealed. If the disclosure cost is high,the quality information will not be disclosed. In addition,the increase of both the retailer’s offline service level and consumer’s online unit matching cost leads to less information disclosed from the online channel and more information disclosed from the offline channel.