Search Results (13)

This study investigates the optimal pricing and green investment strategies within a dual-channel seafood supply chain comprising a seafood manufacturer and an e-commerce platform, where the manufacturer faces capital constraints. In response to the emerging model of e-commerce platform financing, we develop a Stackelberg game model to analyze two scenarios: single green investment (by the manufacturer only) and joint green investment (by both the manufacturer and the platform). We derive the equilibrium decisions for both parties under each scenario. The results indicate that enhanced market competitiveness of the direct sales channel increases the manufacturer’s wholesale revenue from the self-operated channel and its direct sales revenue, while also enabling the platform to achieve higher profits through a premium pricing strategy. Furthermore, the choice of green investment mode is contingent upon the intensity of channel competition and the platform’s commission rate. Specifically, when both parameters are low, a single green investment strategy constitutes an equilibrium. Conversely, when direct channel competition is sufficiently intense, a joint green investment strategy emerges as the Pareto-dominant equilibrium, leading to a win–win outcome regardless of the commission rate. These findings offer actionable insights for managers of seafood companies and e-commerce platforms in formulating sustainable channel cooperation and financing strategies. Full article

Live-streaming e-commerce is a popular promotional method for attracting more customers in the era of the platform economy. This study investigates a better strategy for live-streaming sales for a manufacturer in an e-platform-based supply chain. Specifically, the manufacturer has two options—self-broadcasting or key opinion leader (KOL) live-streaming—to sell products on the e-platform, which acts as a reseller and agency seller in the dual-channel supply chain. We established three Stackelberg models for the supply chain and derived the equilibrium decisions and profits of supply-chain members under three scenarios: without live-streaming, KOL live-streaming, and manufacturer self-broadcasting. After a comparative analysis, we obtained the following key results: First, even if the influence level of the KOL is within a low range, the manufacturer should change the strategy from no live-streaming e-commerce to KOL live-streaming, with a decrease in the agency fee charged from the e-platform. However, with the continued decline in agency fee, the manufacturer should change the strategy from KOL live-streaming to self-broadcasting. Furthermore, we found a win–win zone such that both supply-chain members are better off under the KOL scenario when both the agency fee of the e-platform and the influence level of the KOL are in higher ranges. Our study not only provides a theoretical basis for the enterprise to choose the appropriate live-streaming mode but also helps it to further increase profits and reduce operational risks. In the future, we will further incorporate theoretical analyses into empirical study to discover more interesting results. Full article

Using platform self-operation, customer reviews, and compensation commitments as traditional benchmarks, this study foregrounds blockchain traceability as a technology-enabled authenticity signal in cross-border cosmetic e-commerce (CBEC). Using an 8-scenario orthogonal experiment, we test a model in which perceived risk mediates the effects of authenticity signals on purchase intention. We probe blockchain boundary conditions by examining their interactions with traditional signals. Our results show that blockchain is the only signal with a significant direct effect on purchase intention and that it also exerts an indirect effect by reducing perceived risk. While customer reviews show no consistent effect, self-operation and compensation influence purchase intention indirectly via risk reduction. Moderation tests indicate that blockchain is most effective in low-trust settings—i.e., when self-operation, reviews, or compensation safeguards are absent or weak—while this marginal impact declines when such safeguards are strong. These findings refine signaling theory by distinguishing a technology-backed signal from institutional and social signals and by positioning perceived risk as the central mechanism in CBEC cosmetics. Managerially speaking, blockchain should serve as the anchor signal in high-risk contexts and as a reinforcing signal where traditional assurances already exist. Future work should extend to field/transactional data and additional signals (e.g., brand reputation, third-party certifications). Full article

With the progress of green transformation, government subsidies have become an important incentive for enterprises to invest in green technologies. However, their effectiveness differs markedly under alternative decision-making structures. This study develops a two-tier green supply chain game model comprising manufacturers and e-commerce platform self-operators. Six game structures are examined, covering both scenarios without subsidies and those in which manufacturers receive subsidies. The analysis focuses on product greenness, service levels, retail prices, and the profits of supply chain members. The results show that government subsidies substantially enhance manufacturers’ green investments and motivate platform self-operators to provide higher levels of green services, thereby improving market performance and overall supply chain profitability. Among the different structures, centralized decision-making demonstrates the strongest coordination effect and maximizes the subsidy impact. In contrast, within decentralized structures, subsidies help alleviate double marginalization, but their effectiveness is constrained by the distribution of power. These findings highlight the heterogeneous impacts of subsidies on green supply chain performance, offering theoretical support for targeted government policy design and practical guidance for enterprises to optimize green collaborative strategies. Full article

Trade-in programs have become a vital mechanism for promoting sustainable consumption and reducing negative impacts on the environment, gaining substantial support from branders, e-platforms, and consumers in recent years. Concurrently, the emergence of professional recyclers has provided firms with viable alternatives for the outsourcing of recycling processes. To investigate the optimal leadership and recycling model with respect to trade-in operations, this study examines the strategy selection in a platform-based supply chain under a resale model. A two-period game-theoretic framework is developed, encompassing four models: self-recycling and outsourcing models under the leadership of the brander or platform. The main findings are as follows: (1) In markets characterized by a low consumer price sensitivity, both branders and platforms tend to choose the self-recycling model to capture the closed-loop value. In contrast, in highly price-sensitive markets, both parties exhibit a preference for “free-riding” strategies. (2) Once the recycling leader is determined, adopting a self-recycling model can lead to a relative win–win outcome in high price sensitivity contexts. (3) With a short product iteration cycle, both the brander and platform should strategically lower their prices in the first period, sacrificing short-term profits to enhance trade-in incentives and maximize long-term gains. (4) When the brander leads the recycling process, they should consider reusing the resources derived from old products; however, in platform-led models, the brander can only consider reusing the recycled resources in a low price sensitivity market. This study provides strategic insights for the sustainable development of the supply chain through the analysis of a game between a brander and an e-commerce platform, enriching the literature on CLSCs through integrating trade-in leadership selection and the choice to outsource, offering theoretical support for dynamic pricing strategies over multi-period product lifecycles. Full article

Digital franchising is increasingly recognized as a technological advancement and a specialized subset of e-commerce, yet its unique entrepreneurial dynamics remain insufficiently explored in the existing literature. Previous studies have primarily focused on platform usability or general e-commerce adoption, often overlooking the motivational, contextual, and capability-based factors that influence individuals’ willingness to engage in digital franchising as either entrepreneurs or consumers. To address this research gap, the present study applies the Motivation-Opportunity-Ability (MOA) framework to examine how personal motivations (e.g., self-expression, financial rewards), perceived platform opportunities (e.g., support, attractiveness), and individual capabilities (e.g., digital literacy, self-efficacy) shape entrepreneurial intention and, in turn, influence consumption adoption intention in digital franchising environments. An online survey was conducted using a non-probability purposive sampling method. The final sample consisted of 491 respondents from Taiwan, all of whom were either entrepreneurs operating digital franchises in the fashion industry or consumers who had purchased fashion products through digital franchising platforms, thereby ensuring contextual relevance to the study’s focus. Data were analyzed using structural equation modeling (SEM). The results indicate that expected external rewards (β = 0.456, p < 0.001) and platform support (β = 0.315, p < 0.001) are the most influential factors in shaping entrepreneurial intention. Furthermore, entrepreneurial intention significantly mediates the relationship between MOA antecedents and consumption adoption intention (β = 0.176, p < 0.001), highlighting its role as a key behavioral mechanism. These findings extend the MOA framework to a new empirical setting and offer practical implications for platform developers, franchisors, and policymakers seeking to promote participation in digital franchising. Future research is encouraged to explore cross-industry comparisons, generational differences, and longitudinal approaches to further enrich the understanding of digital franchising adoption dynamics. Full article

This paper focuses on the settlement selection strategic analysis for self-operated e-commerce platforms on hybrid e-commerce platforms under market competition. Taking factors such as the market share, price competition, commission, and customer loyalty into account, a multi-leader–follower game model with the platforms as leaders and the manufacturers as followers is established. Then, we solve the model with the help of some mathematical techniques and describe some numerical experiments to analyze settlement strategies for the self-operated platforms and their impact on other members in the network. The numerical results reveal the following revelations: a lower commission rate is more suitable for the self-operated platforms; once the commission rates are determined, the self-operated platforms prefer to settle in the hybrid platforms under lower medium price competition; when the price competition is fierce, as customer loyalty increases, the self-operated platforms should settle with a low market share; if the self-operated platforms settle in the hybrid platforms, then a higher price competition is advantageous for all members and can facilitate supply chain coordination. Full article

With the rapid development of internet technology, consumers have increasingly higher requirements for product quality. High-quality products can win consumers’ trust. Enhancing both product quality and sales in e-commerce platform transactions has long been a focal point of research. To address this issue, this paper constructs Stackelberg game models under different power structures and compares their impacts on pricing decisions and profits within e-commerce supply chains. Numerical simulations are used to explore the optimal combination strategy for the interaction of product quality and marketing efforts in the e-commerce supply chain. The results show that: (1) Under a centralized decision-making model, product quality and marketing efforts reach their optimal values, maximizing benefits for the supply chain system. (2) Under different power structures, the relationship between the profits of the supplier and the e-commerce platform self-operator is closely linked to the cost coefficients of product quality and marketing efforts. (3) Through the mechanism of “cost-sharing + compensation contract”, the supplier can reduce wholesale price, and the e-commerce platform self-operator can subsidize a portion of the sales to the supplier, thereby maximizing the profits of both parties and achieving a win–win situation. The research in this paper aids suppliers in improving product quality and e-commerce platform self-operators in enhancing their marketing efforts, providing theoretical support for optimizing supply-chain decision making on e-commerce platforms. Full article

E-commerce platforms have widely embraced the paid membership system as a sustainable and effective customer management method to increase repurchase rates and offer value-added services to loyal consumers. As a common means of member benefits and a crucial link for interaction with direct consumers, logistics service is related to the platform’s sustainable operation. In this context, this paper studies retailers’ and e-commerce platforms’ cooperation strategies regarding logistics services under paid membership systems, and analyzes the impact of paid membership system on optimal outcomes. The results indicate that, in the case of the basic-service contract, sales profits decrease but membership fees increase as membership service quality increases. In accordance with the terms of the full-service contract, the platform would lower the commission fee and membership fee as the membership service quality improves. The retailer and the platform tend to sign basic-service contracts when the third-party logistics fee is low-cost, since there is a win–win interval. We also extend the logistics plan to include self-delivery and switch to centralized decision making, and we find that the basic-service contract’s win–win interval persisted. Our results reveal the fundamental connection between paid membership systems and logistics cooperation strategy, serving as a theoretical guide for the decision makers. Full article

To bolster their competitiveness and profitability, prominent e-commerce platforms have embraced dual retailing channels: self-operating channels and online marketplaces. However, a discernible trend is emerging wherein e-commerce platforms are expanding their marketplaces to encompass competitive third-party suppliers. Motivated by this trend, this study sought to examine the strategic integration of a third-party product amidst the competition between a self-operating channel and a marketplace. This investigation involved the development of a game-theoretic model involving a platform and two representative suppliers—an incumbent supplier and a new entrant. Specifically, we delved into establishing an equilibrium partnership between the platform and the new entrant supplier while also evaluating the self-operating strategy of the established supplier. Our analysis uncovered a counterintuitive outcome: an escalation in the commission rate resulted in diminished profits for the established supplier. Furthermore, we ascertained that the economic implications of a competitive product entry pivot significantly on product quality. Lastly, we demonstrated that the revenue-sharing rate plays a pivotal role in influencing the self-operating strategy of the established supplier, and the market equilibrium hinges on the interplay among product quality, the commission rate, and the revenue-sharing rate. These insights provide invaluable guidance for marketers and e-commerce platforms in their strategic decision-making processes. Full article

In the context of the continuous development of e-commerce platforms and consumer shopping patterns, online reviews of goods are increasing. At the same time, its commercial value is self-evident, and many merchants and consumers manipulate online reviews for profit purposes. Therefore, a method based on Grounded theory and Multi-Layer Perceptron (MLP) neural network is proposed to identify the usefulness of online reviews. Firstly, the Grounded theory is used to collect and analyze the product purchasing experiences of 35 consumers, and the characteristics of the usefulness of online reviews in each stage of purchase decision-making are extracted. Secondly, the MLP neural network classifier is used to identify the usefulness of online reviews. Finally, relevant comments are captured as the subject and compared with the traditional classifier algorithm to verify the effectiveness of the proposed method. The experimental results show that the feature extraction method considering consumers’ purchase decisions can improve the classification effect to a certain extent and provide some guidance and suggestions for enterprises in the practice of operating online stores. Full article

Social e-commerce is an emerging e-commerce mode in response to the upgrading of consumption, which has become an important engine for the development of the digital economy. Knowledge transfer and sharing play vital roles in improving the competitiveness and the sustainability of social e-commerce platform enterprises. However, academic research on knowledge transfer for the social e-commerce platform enterprise’s operation team remains deficient. To help social e-commerce platform enterprises to improve performance and better seek survival and sustainable development, this paper constructs a knowledge transfer model for the social e-commerce platform enterprise’s operation team, in the self-centered sustainable ecological business mode, from the relationship between intra-organizational operation knowledge transfer and cross-organizational knowledge sharing for value co-creation, and explores knowledge transfer behaviors from the perspective of complex network-based evolutionary game under strategy imitation preferences. Simulation results indicate that relationships among knowledge transfer cost, knowledge synergy benefit, cross-organizational value co-creation benefit rate, and reward and punishment, along with strategy imitation preferences, significantly impact knowledge transfer behaviors of the social e-commerce platform enterprise’s operation team. When all the members of the social e-commerce platform enterprise’s operation team prefer to imitate the knowledge transfer strategies of the operation members with smaller knowledge transfer costs, the operation team is more likely to show a high proportion adopting the transfer strategy, requiring low knowledge synergy coefficient, reward, punishment, and cross-organizational value co-creation benefit rate to achieve stable and sustainable knowledge transfer. Conversely, the operation team is more likely to show a low proportion adopting the transfer strategy, requiring high knowledge synergy coefficient, reward, punishment, and cross-organizational value co-creation benefit rate to achieve stable and sustainable knowledge transfer. This study has significance as a guide for social e-commerce platform enterprises in deploying the self-centered sustainable ecological business mode. Full article

The development of e-commerce has formulated the hybrid platform mode for retail enterprises. We studied how the differences in product distribution cost, unit retail price, and competition conflict affect the business model decision making. The theoretical model shows the following results: (1) When the hybrid platform sells complementary products with third-party sellers, the profit of choosing the hybrid mode is always the best. (2) When the hybrid platform competes with third-party sellers, if the unit retail price is in a higher range, the merchant mode is the best choice; when the unit retail price is in the lower range, the hybrid platform mode is the best choice. (3) Competition between the hybrid platform and third-party sellers determines the profit level of the operating enterprise. The excessive price competition between the self-operated business and the third-party sellers is magnified by the existence of cross-network externalities, resulting in a strong anti-competitive effect, and affecting the profits of the hybrid platform’s two businesses. These findings guide retail enterprises to design their business model as well as address competition conflict. Full article