Accompanied by the surge in online consumption, increasing online reviews exert more and more significant effects on pricing decisions, as well as the restructuring and profit redistribution of supply chains. To analyze the impact of online reviews, we develop a two‐stage model of the retailer's rebate strategy, examine how the retailer's rebate affects online reviews, the consumer's perceived utility, and the retailer's profits, and discuss the optional pricing strategies.
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Zhao et al. (2024) studied this question.
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