关键词: 信息产品, 溢出效应, 数字盗版, 批发模式, 代理模式

Abstract: This paper investigated an online supply chain including digital piracy products, considering two types of consumer(ethical and unethical) and the spillover effect from online to offline sales, and divided the online product retailing model into the wholesale model and the agency model. A WN model, an AN model, a WS model, and an AS model were constructed based on the spillover effect and the retailing model to compare the optimal price, demand, and profit of online participants under different conditions in order to provide references for online participants in decision-making. The results reveal that without considering the spillover effect, the intensity of piracy supervision is always beneficial to online participants. When the spillover effect is large, the intensity of piracy supervision is against legitimate providers. When the spillover effect is not considered, online participants only reach Pareto optimum in the agency model. However, when the spillover effect is considered, online participants can reach Pareto optimum in both the wholesale model and the agency model.

Key words: information goods, spillover effect, digital piracy, wholesale, agency