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Res."],"accepted":{"date-parts":[[2021,11,21]]},"published-print":{"date-parts":[[2022,1]]},"abstract":"<jats:p>Online retailing provides alternative shopping channels, where the retail platform can either let manufacturers directly sell to consumers or open a self-operated channel, or even both. Regardless of sales channels, consumers often pay attention to the income gap between themselves and enterprises (named<jats:italic>consumer\u2019s fairness concern<\/jats:italic>). In this work, we explore how consumers\u2019 fairness concerns affect the optimal decisions of both manufacturer and retail platform under different retail channel modes (single-channel mode and mixed-channel mode). The results show that consumer\u2019s fairness concern has a negative impact on the retail price under low production cost in single-channel mode, while the retail prices in mix-channel mode are jointly determined by consumer\u2019s fairness concern and revenue sharing ratio. Besides, if the market channel mode has not yet formed, the retail platform can choose either a self-operated channel or manufacturer consignment channel, depending on the consumer\u2019s fairness concern level and revenue sharing ratio. By contrast, if the market channel mode has already been formed, the retail platform should make effort to reduce consumer\u2019s fairness concern if only the self-operated channel exists, while maintain consumer\u2019s fairness concern and revenue sharing ratio at a moderate level if there exist mixed channels.<\/jats:p>","DOI":"10.1051\/ro\/2021171","type":"journal-article","created":{"date-parts":[[2021,11,23]],"date-time":"2021-11-23T09:30:19Z","timestamp":1637659819000},"page":"23-47","source":"Crossref","is-referenced-by-count":12,"title":["Research on retail channel decisions considering consumer\u2019s fairness concern"],"prefix":"10.1051","volume":"56","author":[{"given":"Mengli","family":"Huang","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yulin","family":"Zhang","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Haowen","family":"Fan","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"250","published-online":{"date-parts":[[2022,2,7]]},"reference":[{"key":"R1","doi-asserted-by":"crossref","first-page":"187","DOI":"10.1177\/002224379903600204","volume":"36","author":"Campbell","year":"1999","journal-title":"J. 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