Impacts of Sales Mode on E-Commerce Platform’s Blockchain Adoption Strategy
ZHENG Benrong，ZHU Guiyan，JIN Liang
1. Huazhong Agricultural University, Wuhan, China; 2. Hubei Normal University, Wuhan, China; 3. Jiangxi University of Finance and Economics, Nanchang, China
Abstract：Considering a supply chain composed of a brand manufacturer, a counterfeit manufacturer, and an e-commerce platform, this study develops game models to analyze how reselling and agency selling sales modes influence the e-commerce platform’s decisions regarding adopting blockchain technology. Research findings reveal that blockchain adoption by the e-commerce platform favors the brand manufacturer and supply chain system but disadvantages the counterfeit manufacturer, indicating that blockchain adoption can effectively combat counterfeit products; blockchain adoption increases consumer surplus only when the quality of counterfeit products is relatively high. Blockchain adoption is the platform’s dominant strategy under reselling mode, while depends on the commission rate under agency selling. When the commission rate is high, reselling mode is more appalling for the brand manufacturer, otherwise, agency selling mode is preferable.
