This article investigates the impact of blockchain technology adoption for consumer privacy protection on an e-commerce supply chain and explores the sales mode selection when adopting blockchain technology. Stackelberg game models are set up to maximize the supply chain member profits, and backward induction is used to derive the equilibrium solutions. The results indicate that supply chain members and consumers can benefit from blockchain technology adoption if the operating cost is low or the consumer privacy concern cost is high. The supply chain members can achieve win–win outcomes in the resale mode if the operating cost is sufficiently low, or if the production cost is low, the commission rate is high and the operating cost is moderate. They can also achieve win–win outcomes in the market mode when the production cost is low, the commission rate is low, and the operating cost is moderate, or when the production cost is high and the operating cost is moderate. An important managerial implication is that the platform can interfere with the supplier sales mode selection by adjusting the commission rate, thereby achieving a win–win outcome if the production cost is low or the operating cost is moderate.

中文翻译：

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区块链技术在电商供应链中的应用：隐私保护与销售模式选择

本文研究了区块链技术对消费者隐私保护对电子商务供应链的影响，并探讨了采用区块链技术时的销售模式选择。建立Stackelberg博弈模型以实现供应链成员利润最大化，并利用逆向归纳法推导均衡解。结果表明，如果运营成本较低或消费者隐私关注成本较高，供应链成员和消费者可以从区块链技术的采用中受益。如果运营成本足够低，或者生产成本低、佣金率高、运营成本适中，供应链成员在转售模式下可以实现双赢。在生产成本低、佣金率低、运营成本适中，或者生产成本高、运营成本适中的情况下，也可以在市场模式下实现双赢。一个重要的管理含义是，平台可以通过调整佣金比例来干预供应商的销售模式选择，从而在生产成本较低或运营成本适中的情况下实现双赢。