Numerous studies have confirmed the existence of two types of spillover effects (i.e., negative or positive spillover) from online sales to offline sales. The manufacturer’s chosen strategy for sales mode can be challenging and complex when considering online sales efforts and spillover effects. With positive spillover, enhancing online sales efforts not only increases online demand but also stimulates offline demand. Conversely, with negative spillover, an increase in online sales efforts boosts online sales while simultaneously cannibalizing...
