Benrong Zheng

Physical Showroom Deployment for Online Retailers under Asymmetric Competition: A Game-Theoretic Equilibrium Analysis

Purely online channels are limited in conveying non-digital product attributes, such as fit, material, and usage experience, which creates product-fit uncertainty and utility loss for consumers. Physical showrooms can reduce such uncertainty, but consumers must incur hassle costs from travel, time, and store visits. Th...