Professor Liu Lin's paper under the title "Monetizing Showroooming" is forthcoming at Production and Operations Management.This research achievement has also won the Best Conference Paper Award at the 4th National Symposium on Supply Chain and Operations Management (ISCOM 2023).
Lin is the corresponding author of the paper which is coauthored with Professor Yi Yang from Zhejiang University and Dr. Ziying Zhang. This paper is the second UTD journal publication with domestic doctoral students guided by Lin, and examines the behavior of showrooming--consumers physically experience products offline before using their smartphones to bypass offline retailers and purchase online. The model captures the impact of this behavior on brand owners' discriminatory pricing strategies and market segmentation across online and offline channels, and further outlines the optimal contract mechanism design for third-party offline experience stores in terms of brand entry fees. This research project employs game theoretical modeling method, intersecting with the fields of omni-channel new retailing and consumer search.
