Sales mode selection in the retailer-led perishable goods supply chain with the blockchain-based traceability system
研究了在零售商主导的生鲜品供应链中，引入区块链追溯系统后，线下模式与两种O2O模式下的销售模式选择策略，发现区块链采用并不总是提高价格、销量或利润，且线上渠道的溢出效应显著影响模式选择。
Blockchain-based traceability systems (BTSs) can reduce product losses (loss-reduction effect) and provide authentic information that attracts consumers to purchase at a premium price (premium effect), wherein retailers can choose O2O modes under non-differential or differential pricing alongside offline modes. To investigate sales mode selection strategies in retailer-led perishable goods supply chains (RPGSCs) incorporating BTSs, among offline modes and both types of online-to-offline (O2O) modes, we utilise supplier-retailer game-theoretical models. Key findings reveal that BTS adoption does not always raise sales prices, quantities, or profits, depending on the production cost, tag cost, loss-reduction effect, and premium effect. Leaders have stronger incentives than followers to reduce production and BTS tag costs. As leaders, retailers generally prioritise enhancing both effects more than suppliers, though supplier leadership does not always outperform retailers. The premium effect outweighs the loss-reduction effect in driving BTS adoption, which benefits suppliers and retailers asynchronously, particularly in O2O modes under differential pricing (suppliers decide critically). Additionally, online channels’ spillover effect significantly affects sales mode selection: high spillover effects favour O2O modes under differential pricing for retailers and both types of O2O modes for suppliers; low spillover effects favour offline modes. Counterintuitively, retailers (not suppliers) gain strategic advantages from leadership contests.HighlightsSales mode selection with the BTS in the RPGSC has been explored comprehensively.BTS adoptions do not always result in higher sales prices, quantities, or profits.Both players do not always adopt BTS synchronously, and suppliers are crucial.Online channels’ spillover effect decisively affects the sales mode selection.Pursuing dominance may not always be optimal for suppliers, but for retailers.