- Article
How Do Consumer Fairness Concerns Affect an E-Commerce Platform’s Choice of Selling Scheme?
- Lin Chen,
- Guofang Nan,
- Qiurui Liu,
- Jin Peng and
- Junren Ming
26 July 2022
Considering consumer fairness concerns, this paper investigates an e-commerce platform’s selling scheme choice when it adopts a wholesale selling scheme or an agency selling scheme to create a contract with a manufacturer. We find that the inte...