隨著科技的發展以及網路的盛行，改變了人們的購物模式，越來越多消費者開始使用網路通路進行購物，然而網路購物雖便利性高，但消費者無法親眼看見、親手觸摸商品，對商品有較高的不確定性，而不確定性對消費者而言是一項風險，因此市場中仍有部分消費者偏好使用實體通路進行購物，為滿足市場中的異質性消費者，許多廠商便同時經營網路商店與實體商店，形成虛實整合的經營模式，使消費者可透過更多元的方式取得商品，期望達到擴大接觸客群以增加收益之效果，因此如何制定合適的通路策略便成為銷售方重要的議題。
　　本研究站在零售商之角度，探討零售商自行經營實體與網路商店，於兩通路銷售相同產品，使用三種不同存貨展示策略提供消費者目前存貨狀態，分別為:不展示、展示實體通路存貨狀態以及展示雙通路存貨狀態，並考量異質性顧客的消費行為，市場中存在三種類型之顧客:實體通路顧客、網路通路顧客以及通路轉移顧客，零售商透過網路與實體通路不同的特性滿足消費者的需求，並制定出最佳雙通路產品價格，使自身利益最大化，本研究透過效用函式建構雙通路銷售之需求模型，並藉由分析實體通路顧客、網路通路顧客以及通路轉移顧客之顧客行為，制定出零售商於實體及網路通路之最佳產品定價策略，此外過去文獻中，大多僅探討銷售方本身的銷售通路選擇及定價策略，本研究亦探討存貨資訊展示策略對於消費者通路選擇行為及銷售方收益之影響。而透過數值分析發現，面對市場中風險態度不同的消費者，零售商應採取不同存貨展示策略，當市場中僅存在風險厭惡消費者以及同時存在風險厭惡及風險偏好消費者時，應採取於網路通路展示實體通路存貨狀態，當市場中僅存在風險偏好消費者時，則應採取於網路通路同時展示實體與網路通路存貨狀態，使自身利潤最大化。

Online sales become a large share of commerce and change consumption patterns.
More and more consumers are using online channels to make purchases. However, although online shopping has high convenience, it has a high degree of uncertainty. Therefore, some consumers still prefer to use offline channels for shopping. To meet the heterogeneous consumers in the market, many sellers operate both online and offline stores. To form a dual-channel sale which allows consumers to obtain commodities in more ways, and achieve the effect of increase the revenue for sellers. Hence, how to formulate appropriate channel strategies has become an important issue for sellers. This study investigates that one retailer operates his own stores, sells the same products on dual-channels, using three inventory display strategies: no information, display offline channel inventory information and display dual-channel inventory information with consideration of the consumer behavior for heterogeneous customers in the market. There are three types of customers: offline shoppers, browsers and online shoppers. We investigate the impact of heterogeneous customers and inventory information display strategies on the consumers’ behaviors of channel selection to find the optimal price of the products in two channels, and the optimal sales strategy to maximize the profit. Through numerical analysis, we found that when there are only risk-averse consumers or both risk-averse and risk-seeking consumers in the market, the retailers should adopt the information strategy of display inventory of the offline channel. When there is only a risk-seeking consumer in the market, the retailers should adopt the information strategy of display both-channel inventory to maximize their profits.

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