To Share or Not to Share? The Optimal Technology Investment in a Virtual Product Supply Chain

 

To Share or Not to Share? The Optimal Technology Investment in a Virtual Product Supply Chain

With the rapid rise of the virtual economy, the 'brand + platform' virtual product distribution model led by virtual technology platforms has emerged, bringing a series of new virtual experiences to consumers. Considering that consumers have heterogeneous preferences for virtual technologies, we investigate a virtual product supply chain consisting of a brand owner, a virtual technology platform, and consumers (where the virtual technology platform has superior information about consumer preferences).

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