E-Commerce Supply Chain Models under Altruistic Preference

This paper reviews the decisions, coordination contract, and altruistic preference of an e-commerce supply chain (eSC) composed a manufacturer third-party platform (platform). The research derives optimal decisions in decentralized model with preference; it is indicated that can help increase sales price service level. Although platform’s not beneficial to its own profits, manufacturer’s profits. Moreover, when degree kept within limit, profit system higher preferences, which indicates contribute toward maintaining friendly, harmonious, cooperative relationship between manufacturers. Contrary traditional offline chain, where lowest centralized model, highest eSC model. In proposed certain offers zero-commission charges amount for fixed professional fee. contract more applicable products whose market demands are less affected by prices