This paper investigated the effects of the informational asymmetry phenomenon that occurs in the direct sale of fresh agricultural products (FAP) in an e-commerce environment. A three-level FAP supply chain was proposed, which was composed of a FAP supplier, a logistics service provider, and a large e-commerce platform. Considering the perishable nature of FAP, this paper analyzed the effects of logistics spatio-temporal costs and the freshness of FAP on the profit of each stakeholder in the supply chain. Three scenarios were considered: (1) complete information, (2) partial information, and (3) considering logistics spatio-temporal cost. Analytical models were developed based on the principal-agent theory and the supply chain coordination contract theory to depict the effects of a profit-sharing contract on the operations of the FAP supply chain. Modeling results indicated that under a complete information condition, an increase in the loss rate of FAP correlated to a decrease in the profit of the FAP supply chain. Under a partial information condition, considering the loss rate of FAP and the potential compensation costs to suppliers, when the loss rate of FAP was fixed, the profit of each stakeholder in the FAP supply chain displayed a decreasing trend in relation to compensation ratio. In comparison, when the compensation ratio was fixed, the total profit decreased as the freshness of the FAP degraded. To improve customer satisfaction, this paper recommends adding a front warehouse to improve the freshness of FAP. Although this option increases the logistics costs, it has the potential of increasing the overall profit of the FAP supply chain. Findings from this research have the potential to help the e-commerce platform with coordinating the various stakeholders on the supply chain to determine the optimal quality and quantity of FAPs, eventually improving the operational efficiency of the FAP direct sales supply chain by reducing the logistics costs of FAP.

This article constructed a four-level fresh agricultural product (FAP) supply chain with a two-stage pricing strategy under a “community group purchase (CGP) platform + direct procurement from the FAP supplier” sales model. We investigate the influence of the CGP agency’s participation in the control strategy of FAP freshness preservation efforts on the profits of supply chain stakeholders. This article discusses the effects of the FAP supplier profit-sharing ratio, the CGP agency profit-sharing ratio, and consumers’ sensitivity to FAP freshness on the supply chain stakeholders’ freshness preservation efforts. Moreover, based on the fairness preference theory, this article designed a profit-sharing contract that involves the Nash bargaining game between the FAP supplier and the CGP agency as the supply chain coordination mechanism. Modeling results revealed that: (1) The CGP agency’s freshness preservation efforts increased total supply chain profits. (2) The FAP supplier profit-sharing ratio, CGP agency profit-sharing ratio, and consumers’ sensitivity to FAP freshness have a positive correlation to the profits of the FAP supply chain and promote the coordination of the supply chain. (3) Considering fairness preferences, with the increase in FAP suppliers’ business negotiating ability, their freshness preservation efforts and fairness utility both increased gradually, while the fairness utility of the CGP agency gradually decreased.