关键词: 双渠道竞争, 区块链技术, 消费者隐私关注, 供应链管理

Abstract: To address the decline in consumer trust caused by product information opacity, this paper introduces the blockchain technology into a competitive dual-channel direct-selling supply chain, considering both the trust-enhancing effect of blockchain and consumers’ concerns over privacy leakage. By comparing the optimal pricing and profit under four adoption scenarios: neither channel adopts blockchain (NN), only the offline channel adopts (BN), only the online channel adopts (NB), and both channels adopt (BB), it explores in detail equilibrium adoption strategies for blockchain in dual-channel settings and further examines the influence of blockchain adoption on offline channel service levels. The results show that regardless of which channel adopts blockchain, an increase in consumer privacy concern costs lead to a decrease in the channel’s product prices and profits. Moreover, the incentive for either channel to adopt blockchain weakens as the initial product trust level increases. When both consumer privacy concern costs and initial product trust are low, the equilibrium strategy is for both channels to adopt blockchain (BB), When both are high, the equilibrium strategy is for neither to adopt (NN). When both are at moderate levels, the equilibrium strategy is for the offline channel to adopt while the online channel does not (BN). Regarding service levels, under the BN and BB scenarios, offline channel service levels decline as consumer privacy concern costs increase; in contrast, under the NB scenario, the offline service level rises with increasing privacy concern costs.

Key words: dual-channel competition, blockchain technology, consumer privacy concerns, supply chain management