Research On Innovation Adoption Of Blockchain Traceability Technology In Supply Chain

With the rapid development of economic globalization,market competition has become increasingly fierce,and the international division of labor has continued to deepen.Enterprises need to allocate,expand,deepen and create value globally in the ecology of the global supply chain system.The supply chain has become the core element of the global competitiveness of enterprises.Under this trend,many enterprises have abandoned the traditional large and comprehensive vertical supply chain management model,turned to the horizontal joint resource allocation model of professional coordination,formed a strategic alliance of strong alliance and complementary advantages,and gradually formed a complete value chain.Supply chain collaborative management is the management of all participants and stakeholders in the upstream and downstream industry chains in the supply chain.Supply chain collaborative management can improve the overall competitiveness of the supply chain,and is the result of the cooperation and joint efforts of all participants in the supply chain.The main characteristics of blockchain such as distributed ledger,smart contracts,data traceability plays an important role in the field of supply chain collaborative management.If each participant in the supply chain is regarded as a node and is mapped with the blockchain network nodes,it can be seen that the real business network based on the supply chain is highly overlapped with the blockchain network,and the supply chain is the natural scenario where blockchain technology can be popularized and applied,and the application of supply chain collaborative management business on the blockchain can realize the transfer of supply chain value.Focusing on the existing problems of supply chain collaborative management,this study analyzes how blockchain technology is deeply integrated with supply chain collaborative management,how to use blockchain technology to improve the visibility of the supply chain,and improve the collaboration between upstream and downstream,reduce the supply chain operating costs and jointly build a supply chain digital ecosystem.This study takes the blockchain anti-counterfeiting traceability technology service promoted by an e-commerce platform as a specific research scenario,and focuses on the relevant factors that affect the promotion and adoption of blockchain traceability technology in the supply chain field.The relevant consumer behavior data of the technology is used to empirically test the practical application value brought by the blockchain traceability technology to the stakeholders after the application of the blockchain traceability technology in the supply chain field.Then,through a multiple case study method,the study explores and verifies the key influencing factors that affect the adoption and implementation of blockchain traceability technology,including driving factors and obstacles,which reveal the value creating mechanism of blockchain traceability technology in the supply chain field.Finally,on the basis of sorting out the relevant influencing factors,a multiple stage game decision-making model is further established from the perspective of brand owners and e-commerce platforms,and through the optimization solution and simulation analysis,the optimal adoption decision and incentives of blockchain traceability technology are studied so as to provide a realistic and feasible operation path for the successful promotion and deployment of blockchain traceability technology.Specifically,this study comprehensively uses the multi-method approach to conduct the research.Firstly,based on the actual operation data and consumer behavior data of the blockchain traceability technology in the e-commerce platform,the actual use value brought by the implementation of the blockchain technology in the field of supply chain is quantitatively analyzed.Secondly,according to the results of data mining,based on the classic technology innovation adoption theory such as the technology organization environment model(TOE framework),this paper finds the key decision-making factors affecting the adoption and implementation of blockchain traceability technology through the qualitative research of multiple cases.It also deeply revealed the value co-creation mechanism around e-commerce platforms,brands,and consumers.Finally,based on the value discovery of quantitative research and the analysis of influencing factors of qualitative research,this paper constructs a multiple stage decision-making game model of different blockchain implementation cost sharing modes under different contract mechanisms,and draws the conclusion that under different mechanism combinations,the optimal implementation strategy for blockchain promotion and adoption for brands and e-commerce platforms,the research conclusions not only enrich and improve the existing classic technology innovation adoption theory,but also can be promoted to a broader research field of new technology adoption.The main innovations of this study are:(1)Through the analysis of the operation data and consumer behavior data of nearly 500 product SKUs in 4 major product categories,the study proves that the implementation of blockchain traceability technology has positive impact on product sales and product return rates.(2)Through the multiple case studies,the study shows that the decision of adopting blockchain traceability technology is positively affected by external environmental factors faced by enterprises,including upstream and downstream supply chain environment,market competition environment,industry supervision and other factors.There is a strong correlation between product characteristics and the adoption of blockchain traceability technology.The higher the product price is,the correlation between product quality and consumers’ life and health are stronger,the willingness of enterprises to adopt blockchain traceability technology is stronger.Resource endowment including the resource readiness of human,financial and material resources also has a positive impact on the adoption of blockchain traceability technology.However the implementation cost of blockchain traceability technology and the risk of data leakage have a negative impact on the adoption decision of enterprises.Finally,the implementation of blockchain traceability technology has significantly improved the transparency and process management of the enterprise supply chain which result in the improvement of the product performance.(3)By establishing a multiple stage decision-making game model,the study finds that for brand owners,choosing the revenue sharing model under the wholesale contract mechanism is more beneficial for brand owners to obtain a higher level of profit return.Under this combination of strategies,brand owners tend to adopt and implement blockchain traceability technology.For e-commerce platforms,choosing the cost sharing model under the agency contract mechanism is more conducive to the platform to obtain a higher level of profit return.In general for the platforms using wholesale contract,from the perspective of maximizing the profits of the supply chain,the revenue sharing model is more conducive to the promotion of blockchain technology.For the platforms using agency contract,the cost sharing model is more conducive to the promotion of blockchain technology.The relevant conclusions of this study not only enrich and improve the classic technology innovation adoption theory,but also provide a research paradigm for the promotion and adoption of related new technologies.