現今網路科技之發展，顧客常常透過線上商店或網路平台進行消費行為，許多品牌或商店甚至小至個人賣家都只有線上販售的通路，且不一定只會在單一銷售平台或網站上進行販賣。而線上通路亦會透過第三方網路平台進行銷售，而現在有一種不同於傳統批發模式之代理模式興起，製造商與代理商設定好價格以及佣金率，單純透過代理商直接對顧客進行銷售，網路代理商會透過收取佣金率來向製造商收費，而某些代理商會透過一些行銷活動來吸引顧客，本研究則是以現金回饋來探討。
　　本研究針對一製造商透過兩線上代理商進行銷售，代理商會向製造商收取一定比率之佣金率獲利，而製造商會選擇高知名度之線上代理商，至於顧客相對較少之平台，為了要得到製造商之青睞，則要通過現金回饋來吸引單純購買對其認知價值較高之產品之顧客，本研究建構一史塔克堡賽局模型，以製造商為領導者，代理商為跟隨者，以相同佣金率以及不同佣金率之情況來探討製造商之定價和代理商之現金回饋率以及佣金率，進行相關模式建構與推導，最後會加入另一代理商投入成本提升需求之回應，探討回應後之結果，等待成本對於製造商以及代理商獲利以及價格會由其相關，最後根據不同等待成本以及需求彈性之狀況下，對於製造商以及代理商而言，分別在相同佣金率以及不同佣金率各有其最佳策略，而高知名度代理商在不同佣金率之獲利永遠大於相同佣金率，而另一知名度較低之代理商會傾向使用相同佣金率，進而提升本身之獲利，而本研究也探討在相同佣金率下高知名度代理商之回應，最後可以得知需求彈性對於製造商之獲利有較大之影響以及等待成本、提升需求之成本影集提升需求之折扣因子對於製造商之獲利之影響較小。

With the development of Internet technology, customers often purchase through either online stores or online platforms. Many brands or stores and even individual sellers have only online channels, and they may not necessarily be conducted on a platform or website. Products sold on online channels will be presented through third-party network platforms, and now, an agency model is different from the traditional wholesale model. Manufacturers and agents set prices and commission rates, and sell to customers directly through agents. Online agents will charge manufacturers by charging commission rates, and some agents will attract customers through some marketing activities and this study discusses about cashback.
This research aims at a manufacturer selling through two online agents. This study builds a Stackelberg game model, within manufacturers as leaders and agents as followers. Use the same commission rate and different commission rates to discuss the manufacturer's pricing, the agent's cash back rate and commission rate. Finally, with further discussion, another agent will be added for responding to the cost to the increase of demand. As a result, the waiting cost will be related to the profits of manufacturers, agents and price. Finally, under the conditions of different waiting costs and the elasticity of demand, for manufacturers and agents, the same commission rate and different commission rate have their own optimal strategy, respectively. The study also explores the response of high-profile agents under the same commission rate, and finally we can know the impact of the elasticity of demand and the waiting costs on the profitability of manufacturers under different circumstances.

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