An exploration of omni‐channel retail from a three‐party evolutionary game perspective: Brand strength vs. platform stream

Abstract This study builds a three‐party evolutionary game to study the contributing factors of commission rate, productivity expansion, cooperation subsidy, brand strength, and platform stream. The proposed model investigates the diverse paths the three parties are motivated to pursue at different phases of omni‐channel integration and further explores which party, the band owner with strong brand strength, or the platform with a mass consumer stream, dominates omni‐channel negotiation regarding profit distribution arrangements.