報(bào)告題目：Buy Online and Return Instore in Omnichannel Operations
時(shí)間：11月23日（星期四）上午10:00-11:00
地點(diǎn)：中關(guān)村校區(qū)主樓409會(huì)議室
報(bào)告人：東南大學(xué) 薛巍立 教授
報(bào)告人簡(jiǎn)介：
薛巍立，東南大學(xué)教授、博導(dǎo)、經(jīng)濟(jì)偉德國(guó)際1946bv官網(wǎng)副院長(zhǎng)。主要研究方向?yàn)槠奉?lèi)與庫(kù)存管理，數(shù)字化運(yùn)營(yíng)管理。在Management Science, Operations Research, Production and Operations Management, Transportation Science等管理科學(xué)國(guó)際主流SCI/SSCI發(fā)表論文40多篇。主持了包括國(guó)家自然科學(xué)基金優(yōu)秀青年科學(xué)基金（2018年）、國(guó)家自然科學(xué)基金重點(diǎn)項(xiàng)目（2022年）在內(nèi)的多項(xiàng)國(guó)家級(jí)和省部級(jí)項(xiàng)目；獲得了江蘇省哲學(xué)社會(huì)科學(xué)優(yōu)秀成果三等獎(jiǎng)等多個(gè)科研獎(jiǎng)項(xiàng)。
報(bào)告內(nèi)容簡(jiǎn)介：
In this paper, we develop a stylized model to study the value of buy online and return instore (BORS). Specifically, we consider a setting in which an online retailer and a physical store sell substitutable products and cooperate to provide consumers with a BORS option. We first characterize the consumers channel visiting behaviors with the introduction of BORS under exogenous selling prices, i.e., the return channel shift effect—online consumers who used to return online choose the return offline as an alternative, and the purchase channel shift effect—store consumers may switch to online by trying online products with delayed travel costs. Second, under endogenous selling prices, we find that BORS may mitigates channel competition when the uncertainty of online products is low. Such a mitigation reduces both channel shift effects due to the increased channel shift costs borne by consumers. Moreover, there could be a reverse purchase channel shift, in which online consumers visit the physical store directly at purchase stage. Finally, we show that BORS is more likely to achieve a “win-win” outcome when the online retailer shares a higher proportion of the return handling costs, as sharing more return handling costs enables the online retailer to alleviate channel competition and motivate the physical store to participate in BORS. Those above results are robust when both channels bargaining on the cost sharing ratio. Our findings can help firms understand the underlying mechanism of BORS and exploit BORS in an omnichannel setting.
（承辦：管理與經(jīng)濟(jì)學(xué)院）
