Optimization Analysis Of Platform Enterprise Decision Behavior Based On Blockchain Background

With the rapid development of e-commerce,consumers are increasingly interested in purchasing goods on e-commerce platforms.Not only are third-party platform enterprises such as Taobao and JD.com constantly developing,but the prosperity of ecommerce also urges companies with traditional stores to consider seeking online business,entering the platform,or developing mobile applications to respond to market demand.At the same time,in recent years,blockchain,which has advantages such as transparency and non tampering,has also been developing as an emerging technology.Therefore,this article combines the above two points to study the optimization analysis of platform enterprise decision-making behavior in the context of blockchain.This thesis first studies the crowdsourcing innovation decision-making behavior of platform enterprises in the context of no blockchain.This paper mainly discusses the interplay between a platform’s acquisition of joint reviews on crowdsourcing design and two different information sharing schemes in a supply chain wherein one platform can privately acquire the manufacturer’s precise production information of crowdsourcing product designs,and choose one of two different information sharing schemes,i.e.,selective sharing and must-be sharing,to disclosure information acquired from the manufacturer to key opinion leaders(KOLs)of fans,which aid in KOLs’ reviews(FR).We find that the must-be sharing dramatically harms the platform’s motivation to obtain manufacturer’s reviews(MR)and yet the selective sharing is conducive to boost the joint reviews on crowdsourcing designs.Interestingly,the joint reviews have a ceiling value,which means the excessive KOLs’ reviews and MR could not enhance the effect of joint reviews on crowdsourcing designs.Furthermore,compared with the selective sharing,it reveals that the must-be sharing has an earlier alarm for such an excessive FR and MR.Secondly,this thesis studies the decision-making behavior of platform enterprises in the context of blockchain to crack down on counterfeit goods.Thereby,a two-period pricing model is built under two competitive platforms,where a blockchain-based platform ensures product authentication,and provides a higher value to customers but it increases customers’ privacy concern,while its rival(i.e.,the traditional platform)in the absence of blockchain implementation is perceived a lower value due to the existence of deceptive counterfeits,thus face more government enforcement.Customers on both platforms are influenced by electronic word-of-mouth(e WOM)effect,customers value a platform more if the platform has more online sales.Two platforms either adopt the fixed pricing scheme or the modifiable pricing scheme,and four possible cases may occur.By deriving the equilibrium of each possible case,we analytically find that attenuating of consumer privacy concerns,increase of the government enforcement efforts and e WOM can benefit the platform’s adopting the blockchain technology to combat counterfeits,and the excessive e WOM effect is conductive to initial users,but deteriorates price competition,thus harms both platforms.Whether the pricing schemes enhance competitiveness of the blockchainbased platform over its rival,depends on the e WOM effect and the advantage from adopting blockchain technology.Finally,this thesis studies the traceability decision-making behavior of platform enterprises in the context of blockchain.Considering consumers’ preference for origin information and manufacturers’ misrepresentation of product production information to platforms,this paper also investigates the optimal strategic decision of the platform in various situations by constructing three scenarios: not using blockchain,using blockchain for partial traceability,and using blockchain for complete traceability,Subsequently,the optimal retroactive decision of the blockchain is obtained through comparative analysis of profits under different scenarios.The results show that although the platform may incur a certain cost in leading the blockchain’s construction,when consumers in the market have a preference for origin,using the blockchain for product origin traceability can be a better option.