Study On Pricing Decision Of Community Group Purchase Supply Chain Considering Risk Attitude Under Cost Information Asymmetry

The outbreak of the COVID-19 pandemic has had a significant impact on the global economy.In the face of this crisis,community group buying,based on trust among neighbors,has emerged and continuously revitalized.As community group buying primarily deals with perishable fresh products and focuses on competitive pricing,false reporting of cost information by supply chain entities can affect pricing decisions within the community group buying supply chain.As a result,the platform no longer has a pricing advantage,and group leaders may develop an aversion to risk,leading to changes in decision-making by various entities.This can cause the platform to make incorrect judgments,resulting in a decline in product quality and sales volume,ultimately harming the interests of all supply chain participants and leading to business closures.In the operation of the community group buying supply chain,considering the asymmetry of cost information and taking into account the risk-neutral and risk-averse attitudes of group leaders,optimal pricing decisions can be made.By combining simulation analysis,existing problems within the community group buying supply chain can be addressed,product quality can be improved,and prices can be lowered,ultimately contributing to sustainable development.Firstly,analyze domestic and international research achievements related to the community group buying supply chain,information asymmetry,and risk attitudes.Analyze the concept and characteristics of community group buying,outline preservation efforts,and summarize the sales efforts of group leaders.Based on the theories of Stackelberg game,information asymmetry,and risk attitudes,study the current situation of the community group buying supply chain considering information asymmetry and risk attitudes.It is found that community group buying is flourishing and researching its supply chain has certain feasibility.Information asymmetry and risk attitudes may influence decision-making by supply chain entities,resulting in inventory backlog and decreased sales volume,leading to reduced profits.Then,use the Stackelberg game method to analyze a community group buying supply chain composed of the group buying platform,group leaders,and suppliers.Consider information asymmetry in production cost information of suppliers,information asymmetry in sales effort cost information of group leaders,and the risk-neutral and risk-averse attitudes of group leaders.Analyze the optimal decisionmaking and behaviors of supply chain entities under centralized and decentralized decisionmaking models.Compare the results under different models and conduct simulation analysis.The conclusion shows that suppliers who falsely report production costs within a certain range can harm the interests of the supply chain for their own profit,and group leaders who falsely report sales costs can harm the interests of the entire supply chain.The risk attitudes of group leaders can improve product freshness and lower prices,ultimately increasing the overall profitability of the supply chain.To ensure fair pricing in the community group buying supply chain,it is essential for all stakeholders to avoid cutthroat competition and work together to regulate market behavior,deepen cooperation among themselves,promote information sharing,and enhance information transparency.Furthermore,the community group buying supply chain can consider adjusting production costs and sales costs to boost the motivation of group leaders and suppliers.It is also important to cultivate consumer habits,optimize relevant technologies,enhance product freshness,and provide purposeful training for group leaders to strengthen their sales and service levels.Lastly,in the face of supply chain fluctuations and risks,all stakeholders should enhance their awareness and capabilities in risk prevention to foster the stable development of the supply chain.