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聚焦一个由生鲜农产品供应商和零售商组成的双渠道供应链,将消费者信任度和区块链的应用效率、成本等纳入分析。以Stackelberg博弈为基础,构建不采用、采用区块链技术和基于采用区块链技术的成本分担3种模型,分析区块链技术在不同模型下对供应链决策的影响。研究结果表明,消费者的信任度对供应链的经济效益指标呈现显著的正向驱动效应。采用区块链技术能够提升供应链透明度与产品溯源能力,增强了消费者信任水平,进而推动供应链整体效能优化。供应商与零售商间的成本分担比例对双方利润结构具有关键影响,双方应科学合理地确定分担比例以保障供应链协同发展的同时实现利润最大化。

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