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| 直播电商供应链中区块链应用与销售模式选择研究 |
| Blockchain Application and Sales Model Selection Strategy in Live-streaming E-commerce Supply Chain |
| 投稿时间：2026-01-22 修订日期：2026-04-13 |
| DOI： |
| 中文关键词: 直播电商 区块链 转售 代售 协调 |
| 英文关键词: live streaming e-commerce blockchain resell agency coordination |
| 基金项目:国家自然科学基金项目（面上项目，重点项目，重大项目） |
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| 中文摘要: |
| 数字技术发展与消费场景线上迁移催生了直播电商新型购物模式,产品质量却成为消费者核心关切。针对消费者对产品质量检验时间的敏感性,构建转售和代售模式下的区块链应用博弈模型,分析区块链技术与销售模式对供应链决策及成员利润的影响,探究区块链场景下的供应链协调策略。研究发现:无论是否采用区块链,佣金率较小时,转售模式下零售商利润更高,制造商及供应链总利润则在代售模式下更高；在转售模式中,消费者检验时间敏感系数较小时,不使用区块链的零售商利润更高,制造商与供应链使用区块链时利润更优；在代售模式下,当区块链单位验证费用较低时,使用区块链可同时提升供应链各方利润；此外成本分担-补偿契约能有效激励制造商采用区块链技术,推动直播平台销售高品质产品。 |
| 英文摘要: |
| Digital technology advancement and online consumption migration have spawned live streaming e-commerce, yet product quality remains consumers’ core concern. To address their sensitivity to product quality inspection time, this study builds blockchain-enabled game models under resale and agency frameworks, analyzes the impacts of blockchain and sales models on supply chain decisions and member profits, and explores coordination strategies in blockchain scenarios. Findings show: With low commission rates (regardless of blockchain adoption), retailers gain more from resale, while manufacturers and total supply chain profits are higher under agency; In resale, low consumer inspection time sensitivity favors retailers without blockchain but benefits manufacturers and the supply chain with it; In agency, low blockchain unit verification costs boost profits for all parties; Moreover, cost-sharing and compensation contracts effectively incentivize manufacturers to adopt blockchain and drive live platforms to sell high-quality products. |
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