Supply–Demand Docking Joint Decision of Cross-border E-commerce under the Influence of Internet Celebrity

ABSTRACT While cross-border e-commerce (CBEC) is booming in the world today, there are many obstacles hindering the development of the market, such as fake commodities and inferior goods, unreliable and lengthy transit times, and so on. The emergence of Internet celebrity brings new vitality to CBEC, as they build a bridge of trust between brand merchants and consumers. At the same time, the more complex CBEC supply chain with Internet celebrity involved needs to be integrated. This study propose a business-to-business-to-consumer (B2B2C) supply–demand docking business model and accordingly four incentive mechanisms (namely high-quality production incentive, Internet celebrity marketing incentive, equity sharing incentive and cooperative voting mechanism) to achieve the CBEC supply chain vertical integration. Our analysis shows that a higher commission proportion of CBEC platform results in lower quality improvement level and demand, and higher sale price and consumer experience level. We also find that joint decision-making actually realizes Pareto improvement of decentralized decision-making. Moreover, the introduction of cooperative voting mechanism ensures the fair expression of the interest demands of participants in the joint decision, providing a win-win situation for all parties. This study provides a sufficient basis for the vital role of Internet celebrity in CBEC.