“…They show that offline channel establishments are synergistic with existing online channels and would increase product demand. In more recent years, the focus has moved to the strategy of an online firm on whether to implement an offline entry (Arya and Mittendorf, 2018; Zhang and Zhang, 2020; Zhou et al., 2020) and to the specific forms of online‐to‐offline channel strategy, such as buy‐online‐and‐pick‐up‐in‐store (BOPS) and physical showroom. Many scholars have paid attention to the study of the BOPS strategy, including pricing and service strategy (Cao et al., 2016; Jiang et al., 2020b), inventory and distribution strategy (Gao and Su, 2017a; Shi et al., 2018), and advertising strategy (Li et al., 2021).…”