西安建筑科技大学 管理学院 陕西 西安 710055
School of Management,Xi''an University of Architecture and Technology,Xi’an,710055
With the popularity of online shopping and the enhancement of consumers" low-carbon preference, while taking into account the impact of fairness concern on optimal decision-making in a competing supply chain, this paper establishes a platform supply chain decision-making model consisting of an ordinary manufacturer, a low carbon manufacturer and an e-commerce platform, and makes a comparative analysis of the equilibrium decision-making under the circumstances that the ordinary manufacturer does not have fairness concerns, has advantageous inequity aversion and disadvantageous inequity aversion. Under disadvantageous inequity aversion,the service cost sharing contract is proposed to improve the supply chain performance. The results show that: (a) the low carbon level of low carbon manufacturer increases in consumers" low-carbon preference, while decreases in commission rate of e-commerce platform. (b) Manufacturers" profits are affected by consumers" low-carbon preference. When consumers" low-carbon preference is lower than a certain threshold, the profits for the ordinary manufacturer is higher than that for the low-carbon manufacturer; vice versa. (c) The ordinary manufacturer considering advantageous inequity aversion will improve low carbon level as well as overall supply chain performance. (d) Although that the Ordinary manufacturer considers disadvantageous inequity aversion will reduce the low carbon level and the overall performance of the supply chain, the service cost sharing contract can realize the Pareto improvement for the low carbon level, the profit of the manufacturers and the e-commerce platform.