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With the development of internet, the online shopping mode has become more popular among consumers, and the online direct selling becomes more common. Besides buying products from traditional stores, consumers could get the product directly from the manufacturer online. In the dual channel setting, the competition becomes fiercer. Retailer should focus more on the price decision and take suitable pricing strategy to increase its profit. In this paper, consumer's overconfidence behavior isdoi:10.5430/ijba.v11n5p20 fatcat:r4hi6g3jrzfibklwp5h5ylt22u