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Reselling or consignment? Blockchain adoption and sales model choices under consumer reference quality effects

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  • Yi, Yongxi
  • Feng, Yuan
  • Li, Yuqiong
  • Li, Chao

Abstract

This study examines how the adoption of blockchain influences the selection of sales models (reselling vs. consignment) in e-commerce supply chains in which consumers have reference-quality effects. Using a dynamic game-theoretic model between a supplier and a platform, analyse four scenarios that combine blockchain adoption with different sales models. We find that: (1) A high correlation between consumer quality effects and brand goodwill suppresses quality improvement and platform reputation, hurting supplier profits but exhibiting a U-shaped effect on platform profits. (2) Blockchain, despite its upfront costs, proves to be a viable long-term investment, boosting both product quality and platform goodwill. (3) The consignment model favours suppliers under low commission rates, while reselling dominates at higher rates, with platform profits peaking at intermediate commission levels. These insights guide platforms in aligning blockchain adoption with sales strategies to mitigate reference-quality challenges.

Suggested Citation

  • Yi, Yongxi & Feng, Yuan & Li, Yuqiong & Li, Chao, 2026. "Reselling or consignment? Blockchain adoption and sales model choices under consumer reference quality effects," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    • Handle: RePEc:eee:joreco:v:88:y:2026:i:c:s0969698925002784
    DOI: 10.1016/j.jretconser.2025.104499
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