Abstract: With the rapid development of mobile internet,the consumers can instantly compare the price of the commodity in the internet channels and retail channels, and select the appropriate channel to purchase products. Considering the price comparison behavior of some consumers who preferred to purchase products in the internet channels, a single channel and dual channel decentralized decision-making model is established in this paper. After obtaining the equilibrium solution of the single (dual) supply chain, the pricing strategies of the supply chain parties are analyzed. The results show that the presence of online consumers undermines the retailer revenue, and increase channel conflict. Finally, the coordination mechanisms for the dual-channel supply chain are designed in the case of the online consumers,and the dual-channel supply chain coordination is realized.

Key words: price comparison, online consumer, dual-channel, pricing, coordination mechanism