...Jingyang Dong; Tianyang Yu Purpose This study focuses on the manufacturer's choice between human streamers and AI-generated streamers in an online-offline dual-channel supply chain under consumer disappointment aversion. Design/methodology/approach To address whether the adoption of AI...

... products by comparing different prices and services, and the reference price effect has an impact on pricing decisions. To investigate the impact of consumers' reference price effect on the dual-channel supply chain, the authors establish a basic model consisting of a single dominant manufacturer...