Blockchain technology has been adopted to improve traceability and authenticity in wine supply chains (WSCs). However, whether through outsourcing or self-implementation of a blockchain-based wine traceability system (BTS), there are significant costs involved, as well as concerns regarding consumer privacy. Motivated by observations of real-world practice, we explore the value of blockchain in enhancing traceability and authenticity in WSCs through a Stackelberg game-theoretical analysis. By comparing the equilibrium solutions of the scenarios with and without blockchain, we uncover the value of blockchain in tracing wine products. Our findings show that blockchain adoption can increase WSC prices under certain conditions. We derive the threshold for a third-party BTS service fee that determines blockchain adoption for tracing wine products and reveal the moderating effect of consumer traceability preferences and privacy concerns. Furthermore, the investigation of who should lead the implementation of BTS finds that the equal cost sharing between the manufacturer and the retailer results in no difference in BTS implementation leadership. Otherwise, the manufacturer always benefits from taking the lead in the implementation of BTS, and the retailer should undertake a leadership role in BTS implementation if they need to bear higher costs.

中文翻译：

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通过区块链增强葡萄酒供应链的可追溯性：Stackelberg 博弈论分析

区块链技术已被用来提高葡萄酒供应链（WSC）的可追溯性和真实性。然而，无论是通过外包还是自行实施基于区块链的葡萄酒追溯系统（BTS），都涉及巨大的成本，以及对消费者隐私的担忧。在对现实世界实践的观察的激励下，我们通过 Stackelberg 博弈论分析探索了区块链在增强 WSC 的可追溯性和真实性方面的价值。通过比较有区块链和无区块链场景的均衡解，我们揭示了区块链在追踪葡萄酒产品方面的价值。我们的研究结果表明，在某些条件下，区块链的采用可以提高 WSC 的价格。我们得出了第三方 BTS 服务费的门槛，该门槛决定了追踪葡萄酒产品的区块链采用情况，并揭示了消费者可追溯性偏好和隐私问题的调节作用。此外，对谁应该领导BTS实施的调查发现，制造商和零售商之间平等分担成本导致BTS实施领导力没有差异。否则，制造商总是从带头实施BTS中受益，而零售商如果需要承担更高的成本，则应该在BTS实施中发挥领导作用。