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

摘要： 针对存在数字盗版的信息产品在线渠道供应链，旨在测度在线产品需求对传统渠道需求的溢出效应，并分析这一溢出效应对消费者为伦理型和普通型、销售模式为批发或者代理模式的在线渠道供应链的影响。根据是否考虑溢出效应和不同销售模式分别构建了无溢出效应的批发模型、无溢出效应的代理模型、有溢出效应的批发模型和有溢出效应的代理模型，对比分析了不同条件下在线渠道参与者的最优价格、需求以及利润，力图为在线渠道参与者的决策提供参考。研究发现，不考虑溢出效应时，盗版监管力度越大，对在线渠道参与者越有利；当正溢出效应较强时，反而对制造商不利。不考虑溢出效应时，在线渠道参与者只在代理模式下达到帕累托；考虑溢出效应时，在批发模式和代理模式下都可达到帕累托最优。

关键词: 信息产品, 溢出效应, 数字盗版, 批发模式, 代理模式