Optimal Quality Effort Strategy In The Live Streaming E-commerce Supply Chain Based On Blockchain Technology

As a new e-commerce market trend,live streaming e-commerce is attracting more and more attention in China.This new business model improves the conversion rate of goods sold by e-commerce and creates a greater profit opportunity for traditional ecommerce.However,with the rapid development of live streaming e-commerce,many quality-related problems have also emerged,and some big streamers have frequently overturned their live streaming goods.Therefore,members of the live e-commerce supply chain must implement appropriate quality effort strategies to improve the quality of their products or services.As an emerging traceability technology,block chain technology can well solve the quality-related problems existing in live streaming ecommerce and has broad application prospects in the field of live streaming ecommerce.Many places in China have issued policies to encourage live streaming ecommerce enterprises to apply block chain technology in the industrial chain.It is crucial to examine whether members of the live e-commerce supply chain have an incentive to introduce blockchain technology and whether product suppliers or live ecommerce platforms have an incentive to engage in blockchain cost-sharing.In view of this,this paper studies the quality effort strategy of the live streaming e-commerce supply chain composed of a product provider,a streamer and a live streaming ecommerce platform under the influence of blockchain technology.This paper discusses and studies the quality effort strategy of live streaming ecommerce supply chain under the influence of blockchain technology,and specifically completes the following work:Firstly,the profit function of members of the supply chain of live streaming ecommerce is constructed in the case of both non-blockchain and blockchain,and then the profit function of members of the supply chain of live streaming e-commerce is constructed in the case of product provider cost-sharing and live streaming e-commerce platform cost-sharing on the basis of blockchain.Meanwhile,with the goal of profit maximization,the supply chain members' optimal quality effort strategies and profits are obtained by using game theory.Through numerical simulation,we discuss the effects of the streamer's influence on the optimal strategies,the effects of the streamer's influence,and the e-commerce platform's traceability cost coefficient on the profits of the supply chain.We can get the following conclusions:(1)The increase of the streamer's influence improves the streamer's service quality effort,the product supplier's and the e-commerce platform's traceability information level,as well as benefits the product supplier and the e-commerce platform.(2)When blockchain technology is introduced in the live streaming e-commerce supply chain,the streamer prefers to make more service quality effort.(3)The product supplier is not always inclined to provide the highest level of information traceability when the e-commerce platform is leading supply chain construction.When the streamer's influence is small,the product supplier prefers to provide the highest level of information traceability under the condition that the product supplier leads the supply chain construction.(4)Compared with the situation where the product supplier or the e-commerce platform leads blockchain construction,the e-commerce platform tends to provide the highest level of e-commerce platform information traceability in the case of the direct introduction of blockchain technology.(5)The introduction of blockchain technology in the live streaming e-commerce supply chain raises each member's profit.Under certain conditions,the product supplier or the e-commerce platform leading blockchain construction will increase their profits.In addition,the research work in this paper enriches and improves the research content of live e-commerce supply chain quality effort and expands the research thinking of live e-commerce supply chain quality effort strategy,so it has certain theoretical significance.At the same time,the quality effort strategy of the live ecommerce supply chain proposed in this study fully considers the consumer acceptance of live e-commerce products,the streamer's influence,and the costs and benefits brought by the adoption of blockchain,which makes the model more realistic and the optimal strategy more scientific,and can provide certain methods and bases for each member of the live e-commerce supply chain to make comprehensive decisions in reality,which has strong practical significance.