The E-CLSC (E-closed-loop supply chain) game model dominated by manufacturer is set, and information value about asymmetry fairness concern of E-platform (E-commerce platform) is calculated for manufacturer, recycler, and E-platform. By signaling model under various signal costs, the authors study the condition for E-platform to transmit real information about fairness concern so as to reduce profit loss for all parties in E-CLSC. The authors prove that E-platform has the motivation to disguise or exaggerate fairness concerns in order to obtain more profit, and manufacturers must try to identify the E-platform's real fairness concern to avoid profit loss. Besides, only when different types of E-platforms need significantly different signaling cost, both of them would like to send real fairness-concern signal, and thus manufacturer can effectively identify E-platform's real information about fairness concern so as to improve recycling rate and optimize the whole E-CLSC operation.
This study investigates the effect of social preference on the recycling decision and coordination in an E-closed-loop supply chain (E-CLSC). Firstly, we set the dynamic E-CLSC game model including a manufacturer, an E-commerce platform (E-platform) and a recycler, where the manufacturer dominates the supply chain and both the E-platform and the recycler are followers. Secondly, we propose an E-CLSC information structure to depict four symmetry and asymmetry cases about the E-platform’s fairness concern and the manufacturer’s altruistic reciprocity, and the backward induction method is adopted to solve the equilibrium in each case. By comparative analysis, we propose a revenue-sharing and cost-sharing contract to optimize recycling decisions, coordinate the E-CLSC and Pareto-improve all parties’ profits. We show that whether information is symmetrical or not, only the wholesale price contract cannot coordinate the E-CLSC, whereas the revenue-sharing and cost-sharing contract can always achieve optimal recycling decisions, coordinate the supply chain and Pareto-improve all parties’ profits with a constant cost sharing ratio. In addition, the E-platform’s fairness concern can widen the range of the revenue sharing ratio and make it easier to coordinate the E-CLSC, but the manufacturer’s altruistic reciprocity may narrow the range of the revenue sharing ratio and make it harder to coordinate the E-CLSC.
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