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This paper considers an e-tailer planning to distribute a product under one direct sales channel and multiple asymmetric agency platforms. Based on the multinomial logit (MNL) choice model, this study optimizes the pricing strategy and channel selection strategy to maximize the e-tailer’s profit.

A two-stage channel selection and pricing problem is formulated, where the profit-maximizing e-tailer first optimally selects a specified number of agency platforms from a set of alternatives to distribute the product and then determines the optimal prices in those channels.

An optimal pricing strategy is proposed to maximize the e-tailer’s total profit on multiple asymmetric channels. The results show that the e-tailer can obtain a higher profit by selling products on more asymmetric agency platforms. Moreover, an effective channel selection algorithm is provided to help the e-tailer optimally select the M agency platforms from N alternatives.

This study enriches the relevant research on multichannel selection and pricing by proposing an optimal pricing strategy and an effective channel selection algorithm. Evaluation results based on real-world industrial data show that the proposed optimal multichannel pricing strategy in this paper can significantly improve the profit of a real-world e-tailer compared to the e-tailer’s actual profit.

This study aims to determine the influence of experiential value, authentic happiness and experiential satisfaction on the behavioral intention of luxury fashion.

Two hundred online questionnaires were collected from customers who rented or bought wedding dresses between 2015 and 2020, with at least one rental or purchase coming from an Indonesian bridal wedding brand that promotes the idea of marriage under Islamic law. The quantitative methodology used in this study was examined using the Structural Equation Model analysis method with the AMOS 22 software.

The results showed that all hypotheses were accepted with significant positive influences, including experiential value in halal fashion on authentic happiness, experiential satisfaction and luxury fashion behavioral intention, authentic happiness in luxury fashion behavioral intention and experiential satisfaction, as well as experiential satisfaction in the behavioral intention of luxury fashion.

The data were collected from respondents who have rented and/or purchased wedding dresses. However, the number of respondents who only rent or who only buy was not identified.

The value of experience in halal fashion needs to be increased. Based on the results of this study, it is hoped that marketers can create effective marketing policies and strategies by paying attention to the value of the consumer’s halal fashion experience because it will affect their authentic happiness, experience satisfaction and luxury fashion behavior intention.

This study has unique originality in measuring the variable of luxury fashion behavioral intention, which was adjusted to the object of research, namely luxury fashion.