中文摘要：

本文建立了分销渠道博弈模型，比较分析了仅实体店、实体店加独立网店、实体店加自营网店三种渠道结构，探讨了电子商务环境下服务搭便车对渠道结构决策的影响机制。研究发现：随着网络渠道市场基础规模的逐渐增加，生产商的渠道结构选择依次为实体店加独立网店、仅实体店、实体店加自营网店。搭便车程度对生产商渠道决策的作用，受到生产成本和分销成本的比值与网络渠道份额的影响。在一定的条件下，生产商无论开通独立网店还是自营网店，适中的服务搭便车程度最有利。在特定条件下，实体店可能支持生产商采用网店销售。

英文摘要：

Distribution channel game model is established to compare three kinds of channel structure, namely, the only traditional store, traditional store and independent online store, traditional store and manufacturer-owned online store, and the influencing mechanism of service free-riding on channel structure decision-making is studied in e-commerce environment. We find that the optimal channel structure is in sequence of traditional store and independent online store, the only traditional store and traditional store and manufacturer-owned online store, with the increasing of the internet channel market base. The impact of the degree of free riding on the decision-making of channel structure is influenced by the ratio of production cost to distribution cost and the internet channel market base. Under certain conditions, whether the manufacturer opens an independent online store or a self-operated online store, the moderate value of service freeriding is the most favorable. The traditional store may support the manufacturer to use online store in specific condition.