Decisions of E-Commerce Supply Chain under Consumer Returns and Different Power Structures

Considering the growing phenomenon of consumer returns and channel power struggles in e-commerce supply chains (ESCs), the ESC model is constructed and its equilibrium solutions are calculated and compared. Further, the consumer utility function is constructed to explore the impact of returns and dominant enterprises on consumer utility. Based on this, the “return cost-sharing and commission readjusting” contract is designed to maximize both ESC...