Sales Mode Selection and Blockchain Adoption for Platform Supply Chain Under Risk Aversion

Uncertainty in consumer purchasing behavior within online markets propels manufacturers to adopt blockchain for risk mitigation, reshaping supply chain operational dynamics. This study investigates the sales mode selection and blockchain adoption strategies of a risk-averse manufacturer in platform supply chain under uncertain market demand. By integrating Stackelberg game theory with mean-variance analysis, we analyze supply chain equilibrium across four scenarios: RN, RB, AN, and AB. Our findings highlight the significance of a critical commission rate threshold in the manufacturer’s sales mode choice, emphasizing that blockchain adoption enhances the preference for the agency mode. Importantly, highly risk-averse manufacturers are inclined to absorb higher costs associated with blockchain adoption, while those with lower risk aversion only consider it when costs are minimal. Notably, the “agency mode with blockchain adoption” (AB) creates mutual benefits under low adoption costs and risk aversion. When both parties exhibit risk aversion, the platform’s risk aversion significantly influences resale-mode decisions, leading to a transition from the scenario AN to the RB, thereby optimizing synchronized profits.