“…In another stream without horizontal competitors, competition can also arise due to the conflict between traditional channels and new channel formats based on innovative selling platforms such as ebusiness. Vertical competition can extend to both vertical and horizontal conflicts in this case, in which both double marginalization and channel substitutability play important roles (Hezarkhani et al, 2018). Some studies have considered a multi-channel manufacturer that sells to consumers through both intermediaries and direct stores and discussed whether adding a new channel can benefit the channel members (Cai, 2010;Chen, Liang, Yao, & Sun, 2017;Dumrongsiri, Fan, Jain, & Moinzadeh, 2008;Huang & Swaminathan, 2009;Lu & Liu, 2015;Tsay & Agrawal, 2004;Yan, Zhao, & Liu, 2018).…”