【摘要】 考虑由制造商控制网络销售渠道和零售商控制传统渠道组成的双渠道供应链，引入绿色网络效应系数和搭便车系数，构建绿色投入—服务努力双向溢出模型，研究不同搭便车情境下的定价与服务决策。研究发现：(1)绿色网络效应通过放大产品差异化优势显著提升供应链整体利润，但对零售商服务投入的挤出效应将导致渠道协调性下降；(2)线上市场规模占比对双渠道呈现非对称影响，制造商通过绿色溢价捕获线上红利时需防范线下渠道的低利润困境；(3)存在搭便车行为下的决策和系统利润均优于不存在搭便车行为时，双向搭便车情境下供应链协同效应最强，绿色投入与服务努力达到均衡峰值，供应链利润最优；(4)适度双向搭便车可通过需求溢出实现帕累托改进，过度搭便车将导致供应链利润缩水。更多还原

【Abstract】 This study investigates a dual-channel supply chain comprising a manufacturer-controlled online channel and a retailer-controlled offline channel. By introducing green network effect coefficients and free-riding coefficients, we construct a two-way spillover model integrating green investment and service effort to analyze pricing and service strategies under different free-riding scenarios. Key findings include:(1)The green network effect significantly enhances overall supply chain profits by amplifying product differentiation advantages, yet its crowding-out effect on retailer service investment undermines channel coordination.(2)The proportion of online market size exerts an asymmetric impact on dual-channel strategies: while manufacturers leverage green premiums to capture online market dividends, they must mitigate the risk of low-profit dilemmas in offline channels caused by demand diversion.(3)Decision-making and system profits under free-riding conditions outperform those in non-free-riding scenarios. Specifically, bidirectional free-riding generates the strongest supply chain synergy, achieving equilibrium peaks in green investment and service effort, thereby optimizing supply chain profitability.(4)Moderate bidirectional free-riding enables Pareto improvement through demand spillover, whereas excessive free-riding leads to profit erosion. This research advances theoretical frameworks for green supply chain coordination and offers actionable insights for enterprises to design green pricing mechanisms and service compensation systems, as well as for policymakers to formulate carbon tax and subsidy regulations, fostering synergistic progress toward environmental and economic goals under the “dual-carbon” agenda.更多还原