Physical stores versus physical showrooms: Channel structures of online retailers

IF 5.9 3区 管理学 Q1 BUSINESS Electronic Commerce Research and Applications Pub Date : 2024-11-01 DOI:10.1016/j.elerap.2024.101458
Hongzhen Lai , Yanju Zhou , Xiaohong Chen , Guiping Li
{"title":"Physical stores versus physical showrooms: Channel structures of online retailers","authors":"Hongzhen Lai ,&nbsp;Yanju Zhou ,&nbsp;Xiaohong Chen ,&nbsp;Guiping Li","doi":"10.1016/j.elerap.2024.101458","DOIUrl":null,"url":null,"abstract":"<div><div>To meet consumers’ expectations for experiential shopping, an increasing number of online retailers are expanding offline channels, with physical showrooms and physical showrooms emerging as the two most popular offline channel modes. Both channels can match consumers’ demand for on-site experiences. However, the two modes differ in terms of service cost, demand promotion efficiency, and channel differentiation generation. The article considers three channel structures: single online channel, online channel with physical store, and online channel with physical showroom, as well as two scenarios: non-competitive and competitive. This study examines whether online retailers should integrate offline channels and which offline channel mode they should use by comparing the profit changes of themselves and rivals when three channel structures are adopted in two scenarios. It is found that: (i) If there is a significant difference between the online and physical store channels, providing physical stores help online retailer raise profits. If the physical showroom is highly effective at promoting demand, omnichannel retailers will dominate the entire online market, and expanding physical showrooms is always profitable; (ii) Whether in a competitive or non-competitive environment, online retailers should weigh channel differentiation and the efficiency of the offline channel modes in promoting demand to select the best channel mode; (iii) Due to channel differentiation, online retailers’ creation of physical stores, as well as increasing competition among physical stores, will have no impact on rival retailers. However, providing physical showrooms will result in lower sales volume and revenue for rival retailers.</div></div>","PeriodicalId":50541,"journal":{"name":"Electronic Commerce Research and Applications","volume":"68 ","pages":"Article 101458"},"PeriodicalIF":5.9000,"publicationDate":"2024-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Electronic Commerce Research and Applications","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S1567422324001030","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

Abstract

To meet consumers’ expectations for experiential shopping, an increasing number of online retailers are expanding offline channels, with physical showrooms and physical showrooms emerging as the two most popular offline channel modes. Both channels can match consumers’ demand for on-site experiences. However, the two modes differ in terms of service cost, demand promotion efficiency, and channel differentiation generation. The article considers three channel structures: single online channel, online channel with physical store, and online channel with physical showroom, as well as two scenarios: non-competitive and competitive. This study examines whether online retailers should integrate offline channels and which offline channel mode they should use by comparing the profit changes of themselves and rivals when three channel structures are adopted in two scenarios. It is found that: (i) If there is a significant difference between the online and physical store channels, providing physical stores help online retailer raise profits. If the physical showroom is highly effective at promoting demand, omnichannel retailers will dominate the entire online market, and expanding physical showrooms is always profitable; (ii) Whether in a competitive or non-competitive environment, online retailers should weigh channel differentiation and the efficiency of the offline channel modes in promoting demand to select the best channel mode; (iii) Due to channel differentiation, online retailers’ creation of physical stores, as well as increasing competition among physical stores, will have no impact on rival retailers. However, providing physical showrooms will result in lower sales volume and revenue for rival retailers.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
实体店与实体陈列室:在线零售商的渠道结构
为了满足消费者对体验式购物的期望,越来越多的在线零售商开始拓展线下渠道,其中实体展厅和实体陈列室成为最受欢迎的两种线下渠道模式。这两种渠道都能满足消费者对现场体验的需求。然而,这两种模式在服务成本、需求促进效率和渠道差异化生成方面存在差异。文章考虑了三种渠道结构:单一在线渠道、在线渠道与实体店、在线渠道与实体展厅,以及两种情景:非竞争和竞争。本研究通过比较两种情景下采用三种渠道结构时自身和对手的利润变化,探讨在线零售商是否应该整合线下渠道,以及应该采用哪种线下渠道模式。研究发现(i) 如果线上渠道和实体店渠道之间存在显著差异,提供实体店有助于在线零售商提高利润。如果实体展厅在促进需求方面非常有效,全渠道零售商将主导整个线上市场,扩大实体展厅总是有利可图的;②无论是在竞争环境还是非竞争环境下,网络零售商都应权衡渠道差异化和线下渠道模式在促进需求方面的效率,以选择最佳渠道模式;③由于渠道差异化,网络零售商开设实体店以及实体店之间竞争的加剧不会对竞争对手零售商产生影响。然而,提供实体展厅会导致竞争对手零售商的销售量和收入下降。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
Electronic Commerce Research and Applications
Electronic Commerce Research and Applications 工程技术-计算机:跨学科应用
CiteScore
10.10
自引率
8.30%
发文量
97
审稿时长
63 days
期刊介绍: Electronic Commerce Research and Applications aims to create and disseminate enduring knowledge for the fast-changing e-commerce environment. A major dilemma in e-commerce research is how to achieve a balance between the currency and the life span of knowledge. Electronic Commerce Research and Applications will contribute to the establishment of a research community to create the knowledge, technology, theory, and applications for the development of electronic commerce. This is targeted at the intersection of technological potential and business aims.
期刊最新文献
Who should provide a trade-in service under the online agency-selling mode? Home is best: Review source and cross-border online shopping Sustaining superior visibility within digital platforms through inside and outside competitive action repertoires The effects of physician’s brand positioning on diagnostic dispensing continuity and cross-provincial healthcare flow: Evidence from an online traditional Chinese medicine community Physical stores versus physical showrooms: Channel structures of online retailers
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1