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Journal article
Optimal buy-online-and-pick-up-in-store strategies in the livestreaming selling context
International journal of production economics, v 288, 109711
Oct 2025
Featured in Collection : Research Supported by Drexel Libraries' OA Programs
Abstract
To enhance online consumers' experience, retailers have adopted a series of measures, such as offering Buy-Online-and-Pick-up-in-Store (BOPS) to reduce waiting time for delivery and opening livestreaming channels to enhance shopping entertainment. In practice, most retailers only provide BOPS services for traditional online channels or do not provide BOPS services. However, a few retailers offer BOPS services on both channels. Reasons for cross-channel BOPS strategy heterogeneity remain unclear. This paper develops an analytical model to study a retailer's optimal BOPS strategies and corresponding pricing decisions for different channels. The results indicate that when consumers' hassle costs of purchasing through livestreaming are moderate, dual-channel BOPS is optimal if operating costs are low; otherwise, offering no BOPS becomes the optimal strategy. However, under high livestreaming hassle costs, the retailer should provide BOPS exclusively for the traditional online channel, as consumers would not purchase through the livestreaming channel under the other two BOPS strategies. Furthermore, we extend our model to explore optimal BOPS strategies for a retailer with offline sales. The conclusions provide valuable decision-making guidance for retailers implementing BOPS in livestreaming selling contexts.
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Details
- Title
- Optimal buy-online-and-pick-up-in-store strategies in the livestreaming selling context
- Creators
- Zhengqiang Li - Hainan UniversityAzmat Ullah - Huaqiao UniversityQingyun Xu - Tsinghua UniversityBenjamin Lev (Corresponding Author) - Drexel University, Decision Sciences (and Management Information Systems)
- Publication Details
- International journal of production economics, v 288, 109711
- Publisher
- Elsevier
- Number of pages
- 19
- Grant note
- National Natural Science Foundation of China: 72401155 Hainan Provincial Postgraduate Student Innovative Research Subject of China: Qhyb2022-23
This paper is supported by the National Natural Science Foundation of China (Grant No. 72401155) , and Hainan Provincial Postgraduate Student Innovative Research Subject of China (Grant No. Qhyb2022-23) .
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Decision Sciences (and Management Information Systems)
- Web of Science ID
- WOS:001523294000001
- Scopus ID
- 2-s2.0-105008830521
- Other Identifier
- 991022061454304721
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- Collaboration types
- Domestic collaboration
- International collaboration
- Web of Science research areas
- Engineering, Industrial
- Engineering, Manufacturing
- Operations Research & Management Science