Research On Coordination Strategies For E-commerce Supply Chain Under Different Payment Environments

Along with the development of technology and the popularity of the Internet,the electronic network gets more and more familiar with our life,which drives a quick development of e-shopping business.E-shopping has become an important way to pull consumption,and a new engine to push the development of economy.Both the sum of e-business and the e-shopping scale keep increase.E-shopping,has become an indispensable part of people's life,and a new way for enterprise innovation.E-shopping market is oriented by consumers,where consumers' shopping experience directly affects their shopping behavior,further affects the profit of e-commerce supply chain.However,many online consumers get poor eshopping experience because of the complexity of the Internet environment,the asynchronism of e-shopping transaction,and the loss of perfect supervise mechanism.The complaints about e-shopping transaction increase,which hinders the development of e-shopping.Hence,there is a need of payment service innovation from e-commerce supply chain to remove consumers' worry about safe and convenience,to improve consumers' shopping experience and pull consumption.Diversified payment service has been seen as an effective way to improve online consumers' shopping experience,which is widely used in practice.During eshopping transaction,pay-to-order is the widely used way.Yet,consumers perceive danger because of the asynchronism of payment and delivery of goods.They also perceive inconvenience due to the payment process.Hence,online sellers provide pay-on-delivery,by which consumers can make payment after receiving the goods.Pay-to-order and pay-on-delivery exist as differentiation payment service,which helps to satisfy consumers' different demands,becoming an effective measure to attract new consumers.However,the associated operation cost and the business performance are different between the two payment schemes.Therefore,the coordination mechanism is necessary to improve consumers' experience and increase e-commerce supply chain performance.Trust experience and convenience experience are the two important ones of online consumers,which directly affect their behavior.Different payment schemes have different effects on consumers' shopping experience and e-commerce supply chain.Considering the effects of different shopping experience of consumers,this dissertation researches the equilibrium strategy of e-commerce supply chain under different payment schemes,furthermore,studies the supply chain coordination strategy to optimize both individual and system.From consumers' utility during online shopping,we find that trust experience and convenience experience are the two most important factors,which directly affect consumers' behavior.We consider the influence of both trust experience and convenience experience.We depict the consumers' behavior under different payment schemes,build the equilibrium models and get the equilibrium strategy of supplier and retailer in the credibility-dominates-convenience case and the convenience-dominates-credibility case,respectively.It shows that the trust experience and convenience experience have different impacts on the equilibrium strategy and profit.It should consider the types of merchandize and the character of consumers when designing payment scheme to make precision marketing.If retailer can effectively control the service cost in dual scheme,then dual scheme is absolutely better than pay-to-order.This result,on the one hand,reflects the difficulty of providing pay-on-delivery,on the other hand,indicates the importance of improving consumers' shopping experience on the performance of e-commerce supply chain.Comparing the e-commerce supply chain's profit between in decentralized and centralized decision-making mechanisms,we find that pay-to-order is better than pay-on-delivery when consumers' credibility difference is certain small,otherwise,pay-on-delivery is better,no matter under the credibility-dominates-convenience case and the convenience-dominates-credibility case.When both consumers' trust experience and convenience experience are certain good,there is only pay-to-order,at that moment,centralized decision-making mechanism is better,which proves that the necessity and feasibility of e-commerce supply chain coordination.With the e-commerce supply chain coordination,both the individual and the system are optimal.Based on the above equilibrium decisions,this dissertation goes on to study the e-commerce supply chain coordination based on the consumers' shopping experience.We get the optimal contract design and the coordination strategy by using contract theory and optimization theory,which helps e-commerce supply chain manager to get theoretical direction.We also empirically analyze the specific application of e-commerce supply chain coordination strategy,based on the condition of JD.com supply chain.This provides management suggestions for internal e-commerce supply chain management.It accelerates the practical application of differentiation payment service,and provides powerful scientific evidence and theoretical direction for managers to make operation decisions.This dissertation enriches the theory of behavior supply chain and e-commerce supply chain coordination from the perspective of payment service innovation.It accelerates the practical application of differentiation payment service,and provides powerful scientific evidence and theoretical direction for managers to make operation decisions.