Abstract
Applications of the blockchain-based traceability service (hereafter, BBTS) will not only help members of high-quality agri-food supply chain (hereafter, FPSC) improve consumers' perception on product quality and safety, but also increase their extra expenditure. Competitive AFSC as an important component of AFSC, its investment and coordination laws after using the BBTS obtain more attentions. To explore these laws, we constructed two competitive AFSCs, and each of them includes a supplier and a retailer. Considering the new changes of consumers' perception on product quality and safety after using the BBTS, the demand function was modified. Then, considering the BBTS costs and the new changes of consumers perceived on quality and safety, we built the income functions of chain members under the proposed three situations, i.e., 1) neither of the two supply chains invests in the BBTS, and 2) one supply chain invests in the BBTS, and 3) both supply chains invest in the BBTS. The research finds that: 1) if both of the two supply chains invest in the BBTS, supply chain members will gain a bigger threshold value sum of the BBTS costs, moreover, supply chain members will gain more benefits compared with them no investment BBTS. Thus, governments need to guide more enterprises to adopt BBTS. 2) The competitor’s perceived quality is negative with the threshold value sum of the BBTS costs. When the competitor’s perceived quality is high, investors should reduce investment costs. 3) If investors or decision makers about BBTS want to get a big the threshold value sum of the BBTS costs, they should reduce the cost optimization coefficient and avoid fierce price competition as much as possible. Results can offer a theoretical guidance of adopting BBTS for FPSC.