The reference quality effect is an important factor that influences consumer purchasing behavior. To investigate how firms should incorporate the reference quality effect under different business models, we focus on a supply chain consisting of a supplier and a retailer where the retailer can be an offline store, a pure online store or a combination of offline and online stores within an offline to online model. We formulate the reference quality effect with a modified Nerlove-Arrow model and use two different sales functions to reflect the fact that the reference quality effect will affect consumers in various ways when the business model varies. Utilizing differential game theory, the equilibrium decisions of the channel members are derived, and the analysis illustrates how the firms should adjust their decisions when the retailers use different retail patterns. The basic model does not allow product returns, but then this assumption is relaxed. Comparison between the two cases shows under what conditions consumers will benefit from the retailer’s allowing product returns.

Yanyan He

Juan Zhang

Qinglong Gou

Gongbing Bi

Annals of Operations Research

《运筹学年鉴》发表同行评审的原创文章，涉及运筹学的关键方面，包括理论、实践和计算。该杂志发表完整的研究文章、简短的笔记、展览和调查、关于计算研究的报告以及展示新的和创新的实际应用的案例研究。除了常规问题外，该杂志还定期出版专注于特定领域的特刊运筹学，从高度理论到算法和应用。这些卷有一名或多名客座编辑，他们负责收集论文并监督审稿过程。

The Annals of Operations Research publishes peer-reviewed original articles covering key aspects of operations research, including theory, practice, and computation. The journal accepts full research papers, short notes, exhibitions and surveys, as well as case studies showcasing new and innovative practical applications. In addition to regular issues, the Annals of Operations Research also regularly publishes special issues focused on specific areas, ranging from highly theoretical to algorithmic and applied topics. These volumes are overseen by one or more guest editors who are responsible for collecting papers and managing the review process.

《运筹学年鉴》发表经过同行评审的原创文章，涵盖运筹学的关键领域，包括理论、实践和计算。该杂志接受完整的研究论文、简短的笔记、展览和调查报告，以及展示新颖和创新实际应用的案例研究。除了常规期刊外，《运筹学年鉴》还定期出版专注于特定领域的特刊，内容从高度理论到算法和应用不等。这些特刊由一名或多名客座编辑负责，他们负责收集论文并监督审稿过程。

Category	Quartile
管理学	3
管理学, 运筹学与管理科学	3

Supply chain decisions with reference quality effect under the O2O environment

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Journal Info

Category	Quartile
OPERATIONS RESEARCH & MANAGEMENT SCIENCE	1