Abstract：In a two-tier supply chain system consisting of a retail platform and a brand supplier, this study employs Stackelberg differential game and dynamic optimization theory to analyze the investment strategies of the platform in blockchain technology under different scenarios, as well as the impact of fairness concerns on these strategies. The research findings indicate that the blockchain investment threshold is influenced by consumer distrust, investment costs, and product quality. Blockchain technology can enhance transparency, thereby addressing information asymmetry, increasing consumer purchasing intentions, and benefiting the supplier. However, fairness concern behaviors can reduce the platform’s willingness to invest and the decision-making efficiency of supply chain members, undermining the positive effects of blockchain. The unilateral cost-sharing contract can achieve Pareto improvements, while the bilateral cost-sharing contract can facilitate supply chain coordination.
荆雨，王要玉，王鹏. 公平关切下零售平台区块链技术投资及协调决策研究[J]. 管理学报, 2025, 22(7): 1328-.
JING Yu，WANG Yaoyu，WANG Peng. Research on Investment and Coordination Decisions of Blockchain Technology of E-Commerce Platform under Fairness Concerns. Chinese Journal of Management, 2025, 22(7): 1328-.
