Abstract: Based on the difference in consumer perceived quality of products sold in different channels, this paper examines dual-channel retailing composed of one online retailer and multiple offline retailers, and develops game models of the online retailer without and with the live streaming to analyze the conditions for the introduction of live streaming by the online retailer and explore the impact of the offline travel cost as well as the hassle cost of watching live streaming on pricing and the profits of the online and offline retailers. The results show that in dual-channel retailing, whether the online retailer introduces the live streaming depends on the number of offline retailers. The decision interval for the online retailer to introduce live streaming increases as consumers’ perceived quality of offline channel products or offline travel cost increases. As product value increases, the decision interval for introducing live streaming first increases and then decreases. When online retailer adopts live streaming, as the number of offline retailers increases, the price of both live streaming and offline retailing, as well as the demand and profits for both the online and offline retailers decrease.

Key words: live streaming, dual-channel retailing, pricing, game

摘要： 基于不同渠道产品的质量感知不同，考虑由一个线上零售商和多个线下零售商组成的双渠道零售，构建了线上零售商不引入和引入直播决策的博弈模型，分析了线上零售商直播引入的决策条件，探讨了直播引入下线下旅行成本和消费者观看直播的麻烦成本对产品定价以及双渠道零售收益的影响。研究表明：双渠道零售下，线上零售商是否引入直播取决于线下零售商数量。随着消费者对于线下渠道产品的感知质量/线下旅行成本的增加，线上零售商引入直播的决策区间增大；随着产品价值的提高，线上零售商引入直播的决策区间先增大后减小。当线上零售商引入直播时，随着线下零售商数量的增加，直播/线下零售价格、线上零售商/线下零售商需求以及线上零售商/线下零售商利润都降低。

关键词: 直播, 双渠道零售, 定价, 博弈