Abstract: As consumption levels raise and consumption patterns change, online retailers are changing their minds from quantity-oriented to consumption experience-oriented as well. With the rapid development of Internet technologies, more and more online retailers are exploring new ways to sell products. In this context, the “offline evaluation, online purchase” mode has been increasingly viewed as an effective and novel way to provide information of the product to the customers. Consequently, the offline to online (O2O) mode has been widely adopted by many online retailers to improve the consumption experience level. However, the introduction of showroom changes the consumer’s needs, consumptive habits, as well as the structure and characteristics of a traditional supply chain. Meanwhile, the existence of asymmetric information among the members in an O2O supply chain makes collaboration difficult and strengthens the inefficiency of the incentive mechanism. Therefore, the optimal pricing policies and contracts design within an O2O supply chain that consists of a manufacturer and an online retailer is analyzed.

Key words: showroom; O2O mode; online retailer; consumer behavior