考虑消费者质疑的电商供应链销售模式及区块链应用决策  

Sales mode and blockchain application decisions for e-commerce supply chain considering consumer questioning

作　　者：姚锋敏 闫颍洛 王雨霏 李永华 YAO Feng-min;YAN Ying-luo;WANG Yu-fei;LI Yong-hua(School of Economics and Management,Harbin University of Science and Technology,Harbin 150080,China)

机构地区：[1]哈尔滨理工大学经济与管理学院,哈尔滨150080

出　　处：《控制与决策》2024年第5期1665-1674,共10页Control and Decision

基　　金：黑龙江省哲学社会科学研究规划项目(21GLB065);中央支持地方高校改革发展资金人才培养项目(2021);国家自然科学基金项目(71701056)。

摘　　要：区块链技术能够有效缓解线上销售导致的消费者对绿色产品的质疑,而不同销售模式会影响制造商的区块链应用决策.基于此,分别在转销和代销模式下,构建制造商未应用/应用区块链的4种电商供应链决策模型,分析消费者质疑下的制造商销售模式选择及区块链应用策略,以及区块链应用对环境及社会福利的影响.研究发现,电商平台拓展市场能力及消费者环保意识的增强,均有利于减弱因消费者质疑以及区块链应用成本增加导致的消极影响.制造商与电商平台仅在佣金率适中时同时倾向代销模式,且消费者质疑与区块链应用成本的增加均会使得双方共同偏好代销模式的可能性变小.只有当区块链应用成本较小或消费者质疑程度较高时,制造商与电商平台才能从区块链应用中获益,并且转销模式下双方获益的阈值区间始终更大.即使制造商应用区块链能够提高产品绿色设计水平及其利润,也不一定能起到减弱产品环境总影响以及增加社会福利的作用.Blockchain technology can effectively alleviate consumers’doubts about green products caused by online sales,and different sales models will affect manufacturers’blockchain application decisions.Based on this,four kinds of e-commerce supply chain decision-making models are constructed when the manufacturer adopts or doesn’t adopt blockchain under the reselling and agency modes,and the sales modes selection and blockchain application strategies of the manufacturer,as well as the impact of blockchain applications on environment and social welfare,are analyzed considering consumer questioning.It shows that the enhancement of e-commerce platform’s ability to expand the market and consumers’environmental awareness are conducive to mitigating the negative impact caused by the increase of consumers’questioning and blockchain application costs.The manufacturer and e-commerce platform only jointly prefer the agency mode when the commission rate is moderate.Moreover,the increase of consumer questioning and blockchain application costs will reduce the likelihood of both parties jointly favoring the agency mode.Only when the blockchain applications cost is less than a certain threshold or the consumer questioning level is greater than a certain threshold,the manufacturer and e-commerce platform can also benefit from blockchain applications,and the threshold range for both parties to benefit under the reselling mode is always larger.Even if the manufacturer applies blockchain can improve the green design level of products and its profit,it may not necessarily have the effect of weakening the overall environmental impact of products and increasing social welfare.

关 键 词：电商供应链 消费者质疑 区块链 绿色设计 转销模式 代销模式 

分 类 号：F224[经济管理—国民经济] C931.1[经济管理—管理学]