Blockchain digital technology empowers E-commerce supply chain sustainable value co-creation decision and coordination considering online consumer reviews

Abstract

From the perspective of value co-creation, this study adopted Stackelberg game theory to construct traditional e-commerce supply chain and BOCR technology e-commerce supply chain, their optimal decisions and profits are solved under decentralized and centralized decision-making. We anatomized the influence of key factors and compared different models. Then we proposed the investment decision condition, cost-sharing and profit-sharing contract to achieve coordination, then validated conclusions via numerical simulation. Findings: When the producer’s attention to consumer value increases, under decentralized decision-making, optimal sales price and service level decrease, the producer’s optimal profit increases, while the e-commerce platform’s optimal profit will first increase, then decrease; under centralized decision-making, optimal sales price decreases, and optimal service level and overall optimal profit increase. Under decentralized decision-making, in the traditional e-commerce supply chain, optimal decisions and profits first increase, then decrease with increased misrepresentation in favorable product ratings; in the BOCR technology e-commerce supply chain, members can optimize costs and increase profits by extracting more valuable information. The optimal sales price and service level show different size relationships with production cost changes. When investment costs meet specific conditions, using BOCR technology can make members more profitable. The cost-sharing and profit-sharing contract enables e-commerce coordination.