考虑消费者决策中的预期后悔因素，建立了单渠道无后悔模型（SCN）、双渠道无后悔模型（DCN）和双渠道后悔模型（DCR），并求出各个模型的最优解进行对比分析。研究表明：消费者网购偏好度较低时，制造商开通网络直销渠道有利可图；制造商开通网络直销渠道可能对自身无利，但却对供应链整体利润有利；当消费者网购偏好度较低时，制造商利润与消费者偏好度成正相关，当消费者网购偏好度较高时，制造商利润与消费者网购偏好度成负相关；制造商零售渠道利润与消费者预期后悔成正相关，直销渠道利润与消费者预期后悔成负相关；零售渠道价格与消费者预期后悔成正相关，批发价格和直销渠道价格成负相关。%In this paper, considering the factor of anticipated regret in consumer decision-making, we built the single-channel non-regret model, double-channel non-regret model and double-channel regret model and obtained and compared the optimal solution of each of them. Through the analysis, we found that when the consumer was less preferential to online shopping, the online direct-sales channel of the manufacturer was more profitable;the online direct-sales channel might not benefit the manufacturer itself, but was favorable to the overall profit of the supply chain;when the consumer was less preferential to online shopping, the profit of the manufacturer was positively correlated with the level of preference of the consumer and when the consumer was more preferential to online shopping, the two were negatively correlated;the profit of the retail channel of the manufacturer was positively correlated with consumer anticipated regret while the profit of the direct-sales channel was negatively correlated with consumer anticipated regret; the retail channel price was positively correlated with consumer anticipated regret and the wholesale price was negatively correlated with the direct-sales channel price.
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