Information sharing and channel structure in e-commerce supply chain considering data-driven marketing

Feifei Han, Mei Wang and Zhengze Wu

PLOS ONE, 2025, vol. 20, issue 9, 1-22

Abstract: E-tailers such as Amazon and Tmall can accurately recognize consumer interest in product categories and grasp current consumer trends through product recommendation algorithms and data-driven analysis. In this study, we develop a game-theoretic model to investigate the encroachment and information sharing decisions considering data-driven marketing (DDM). Our outcomes reveal that the manufacturer has the incentive to reduce the wholesale price to incentivize the e-tailer to increase the DDM effort when the spillover effect is high and the marginal cost is low. When the manufacturer encroaches on the direct channel, the e-tailer may share information if the spillover effect is low. Moreover, we derive the conditions under which the manufacturer encroaches on the direct channel. Lastly, we extend the model to the case where the agency channel exists, and we find that the manufacturer should select the agency channel only if the marginal cost of DDM effort is moderate and the commission rate is low. Our study provides useful insights for managers to understand and make channel choice and information sharing decisions in the e-commerce supply chain.

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0328040 (text/html)
https://journals.plos.org/plosone/article/file?id= ... 28040&type=printable (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:plo:pone00:0328040

DOI: 10.1371/journal.pone.0328040

Access Statistics for this article

More articles in PLOS ONE from Public Library of Science
Bibliographic data for series maintained by plosone ().