Title: Selling mode choice considering blockchain in platform market

Authors: Xue-mei Zhang; Su-qin Sun; Qiu-ying Lv

Addresses: School of Business, Fuyang Normal University, Fuyang 236037, Anhui, China; Anhui Provincial Key Laboratory of Regional Logistics Planning and Modern Logistics Engineering, Fuyang Normal University, Fuyang 236037, Anhui, China ' School of Business, Fuyang Normal University, Qinghe West Road No. 100, Fuyang, Anhui 236037, China ' School of Business, Fuyang Normal University, Qinghe West Road No. 100, Fuyang, Anhui 236037, China

Abstract: The application of blockchain to trace product information has received extensive attention when consumers purchase products through E-commerce platforms. By combining two selling modes (i.e., reselling and agency selling modes) with blockchain, four models are found to analyse the impact of blockchain on the decisions and selling mode selection in a platform supply chain (PSC). Our conclusions show that: when the fixed fee is low, the manufacturer would introduce blockchain, which increases the demand and benefits the retailer and the platform. The manufacturer will choose agency selling mode when the commission rate is low with or without blockchain; otherwise, he prefers reselling mode, which will hurt the benefits of the retailer and the platform. This is opposite to that of the platform. In general, when the fixed fee of blockchain introduction and commission rate satisfy some conditions, the agency selling mode with blockchain can achieve win-win outcomes for PSC and consumers.

Keywords: platform supply chain; PCS; reselling mode; agency selling mode; blockchain.

DOI: 10.1504/IJSPM.2023.136935

International Journal of Simulation and Process Modelling, 2023 Vol.20 No.3, pp.182 - 200

Received: 13 Jul 2023
Accepted: 30 Oct 2023
Published online: 29 Feb 2024 *

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