Augmented reality advertising in an e-commerce model with competition

作者：

Highlights：

• A retailer will only adopt AR advertising if the set-up cost for AR advertising is below a certain threshold.

• AR advertising weakens the intermediary’s channel power under the reseller mode.

• AR advertising moderates the mitigation of channel mode on double marginalization under the marketplace mode.

• The preferred channel mode depends on the magnitude of competition intensity and proportional fee.

摘要

•A retailer will only adopt AR advertising if the set-up cost for AR advertising is below a certain threshold.•AR advertising weakens the intermediary’s channel power under the reseller mode.•AR advertising moderates the mitigation of channel mode on double marginalization under the marketplace mode.•The preferred channel mode depends on the magnitude of competition intensity and proportional fee.

论文关键词：E-commerce models,AR advertising,Reseller mode,Marketplace mode,Upstream competition

论文评审过程：Received 30 March 2021, Revised 31 August 2021, Accepted 13 September 2021, Available online 14 September 2021, Version of Record 24 September 2021.

论文官网地址：https://doi.org/10.1016/j.elerap.2021.101092