关键词: 消费者偏好, 权力结构, 消费者效用, 在线渠道, 决策分析

Abstract: Through referring to the relationship of competition and cooperation between Amazon and franchisee,the different preference of consumer to different products and the different power structure of participants were introduced into the online channel model.The results showed that the realization of franchisee's optimal profit would be restricted only in the situation of its dominance,but the online retailer would not be restricted only when it dominate and the consumer's preference to online retailer's product was big than the preference to the franchisee's product.According to the numerical analysis,the consumer's attention degree to service had a positive impact on the prices,service and profits of two participants.Furthermore,franchisee would get more profit than other situation when it dominate itself and consumers were prefer to its products more than to the online retailer's products,otherwise the two participants would get more profit than the situation of online retailer dominance.

Key words: consumer preference, power structures, consumer utility, online channel, decision analysis