... a game model of BT adoption under different risk attitudes consisting of agricultural supplier, third-party logistic (3PL) and e-retailer and introduced the mean-variance theory to analyze the impact of risk attitudes on equilibrium pricing, profits and consumer surplus. We further considered an extended...

... the first manufacturer’s profits. Third, when C2M costs are below the threshold, case CC achieves an equilibrium for the platform and the manufacturers. Case CN cannot achieve equilibrium, regardless of the C2M cost level. Fourth, consumer surplus and social welfare are optimal in case CC. Originality...