Pricing Strategy and Coordination of Agricultural Product Supply Chain Considering Traceability Level and Online Evaluation

This article focuses on the negative evaluation losses resulting from consumers’ dissatisfaction with the traceability level in agricultural product logistics activities. Based on the supply chain (SC) under the “agricultural product cooperative + live-streaming e-commerce” model, and in accordance with previous research, combined with the differences in the dominant role and the bearers of profit and loss in the SC. By applying Stackelberg game theory, different types of decisions are analyzed and solved. The research results show: (1) Centralized decision-making has advantages in terms of traceability level and SC profit performance. (2) In non-centralized decision-making models, when manufacturers bear negative evaluation losses and retailers act as the leaders of the SC, the overall decision-making effect is more ideal. When manufacturers or retailers act as the leaders of the SC and both bear the traceability costs, the decision-making effect is basically the same. (3) The traceability level sensitivity coefficient and the traceability level effect on traceability both have positive effects on the growth of SC profits and the improvement of the traceability level. (4) The maximization of profits for both parties can be achieved through the coordination of contracts. This study can enhance the traceability level of the agricultural product SC, encourage SC members to increase their investment in the traceability, reduce the profit impact from negative evaluations, and provide a reference for the sustainable development of the agricultural product SC.