Interaction between joining platform blockchain technology and channel encroachment for fresh agricultural product firms

Abstract

In recent years, some e‐commerce platforms (e.g., JD.com), which allow firms to set up third‐party stores on them, have established their own blockchain technology and publicly provided blockchain technology to firms. Besides, source tracing of fresh agricultural products on blockchain is a concern for consumers. For firms selling fresh agricultural products, whether to join the platform blockchain technology to disclose product freshness and whether to set up third‐party stores on platforms are thorny problems. To research the interaction between joining the platform blockchain technology strategy and channel encroachment decision for fresh agricultural product firms, we consider four theoretical models. The main results demonstrate that whether firms set up third‐party stores on the platforms or not, their strategies of joining the platform blockchain technology are dependent on consumer's sensitivity to the freshness‐keeping effort level of fresh agricultural product, consumer's trust degree of freshness‐keeping effort level, and the unit blockchain operation cost. Besides, if firms set up third‐party stores, the willingness of joining the platform blockchain technology will increase. Firms’ channel encroachment willingness will also be affected by their joining the platform blockchain technology strategy. Moreover, when considering the fresh agricultural product supply chain, these main conclusions are still held.

Advance selling of fresh produce e‐tailer with uncertain demand and risk‐averse consumers

“…With the boom in fresh produce e-commerce, scholars have studied fresh produce supply chains in the e-commerce era (Han et al, 2021;Wang et al, 2020;Xu et al, 2023aXu et al, , 2023bZhang & Berghall, 2021).…”

“…With the boom in fresh produce e‐commerce, scholars have studied fresh produce supply chains in the e‐commerce era (Han et al, 2021; Wang et al, 2020; Xu et al, 2023a, 2023b; Zhang & Berghall, 2021). Such studies involve financing and pricing strategies (Tan et al, 2023; Tang & Yang, 2020), information‐sharing strategies (Liu et al, 2023; Liu, Dan, et al, 2021; Tian et al, 2022, 2023), omnichannel strategies (Cao & Gao, 2023; Lin et al, 2021; Song et al, 2021; Zhang, He, et al, 2021), and cooperative mode selection (Liu, Ma, et al, 2021; Xu et al, 2021).…”

Optimal fresh agricultural products private brand introduction and sourcing strategy considering different power structures

“…Tan et al (2023) develop a fresh product e-tailer model that considers value-added services and order cancelation behavior. Xu et al (2023b) answer the issues of whether the fresh product platform uses blockchain technology and whether a third-party shop is set up on the platform. Zhao and Li (2023) discuss differential pricing policy and blockchain traceability system in a dual-channel perishable goods supply chain.…”

Investment Decision of Blockchain Technology in Fresh Food Supply Chains Considering Misreporting Behavior

“…In recent years, source tracing of fresh agricultural products on blockchain traceability (BT) is a concern for consumers. For firms selling fresh agricultural products, whether or not to join the BT platform to disclose product freshness is a thorny problem [8]. Considering the characteristics of BT technology, e.g., traceability and transparency, the supplier has to report the real lead time from beginning to end.…”