132 / 2017-06-30 11:57:44

Research on Dual-Channel Supply Chain Equilibrium with the Considering of Distributional and Peer-Induced Fairness Preference of Retailer

A Stackelberg game model is built to research on the impact of retailer’s distributional and peer-induced fairness preference on dual-channel supply chain equilibrium. . It pointed out that (i) the retail price is increasing with the distributional fairness,and the wholesale price and direct sale price is decreasing with distributional fairness; (ii) the retail price is decreasing with the distributional fairness,and the wholesale price and direct sale price is increasing with distributional fairness;. And the impact of peer-induced fairness preference on the supply chain can partially decrease the impact of distributional fairness on the supply chain,which has been verified by numerical analysis.