The quality of agri-foods in e-supply chains confronts more threats than that in the traditional agri-food supply chain. However, most of the existing studies focusing on the quality problems of fresh agri-products are mainly cases studies and statistical analyses, and they do not take into account the farmers’ willingness to comply with safe agri-food supply procedures. To solve the supply quality problems of fresh agri-foods and help participators make a better choice, the decision-making behavior on the supply quality of agri-foods in the e-supply chain was deeply studied in this paper using game theory. Some factors related to the decision behavior of the supply chain were analyzed, including the supervision intension of the government, the rights protection consciousness of consumers, and the intensity of punishment for poor-quality agri-foods. These factors have an important influence on the farmers’ willingness to provide high-quality products and e-business’ probability of inspection. Compared with three different decision models of agri-food e-supply chains, the results show that the decentralized decision model is better than the centralized model from the view of quality protection. The behavior of members of the supply chain is as follows: the farmers’ willingness to supply high-quality agri-foods increases with the increase in the consumers’ consciousness of their rights and the government’s supervision intensity. The “experience deviation” phenomenon also occurs when a new e-business makes a decision about its quality inspection behavior in this e-supply chain where the quality information is traceable. As such, e-business enterprises should reduce their quality inspection behavior based on the increase in the government’s supervision intensity. This happens to be opposite to the traditional experience where quality information is not traceable. This study not only extends the research framework of the novel electronic supply chain, but also provides a certain reference for the subsequent research and e-business practices of fresh produce in developing countries.

Based on the realistic concerns about the improvement of the quality of agricultural foods (agri-foods), the optimal supply quality and price subsidy strategies of producers and sellers for the two-level agricultural supply chain, composed of a producer and a seller, are studied. The differences in the quality safety, price, and market demand of agri-foods in the supply chain are compared and analyzed. The study found that the maximum profit of supply chain participants decreases with the increase of price elasticity of demand. When the quality of agri-foods is upgraded in a producer-led manner, the quality of agri-foods in the supply chain does not undergo substantial improvement, and the maximum profit of agri-foods operators is insensitive to the price elasticity of demand at this time. When the seller-led quality upgrading is launched, the maximum profit of the producer decreases with the increase of the quality elasticity of demand, the maximum profit of the seller increases with the increase of the quality elasticity of demand, and the total profit of the supply chain also increases with the increase of the quality elasticity of demand under the centralized decision situation. The quality and safety of agri-foods as well as the overall profit of the supply chain can be improved most effectively under the centralized control decision with the goal of maximizing the supply chain benefits. In terms of quality and price, quality improvement actions of agri-foods driven by supply-side producers are less effective than those driven by demand-side consumption. In addition, cost-sharing contracts can significantly improve the quality of agri-foods in the supply chain and make them more “high-quality and low-price” than before the adoption of cost-sharing contracts.

Since 2019, live e-commerce has experienced significant growth, effectively driving consumption, with various e-commerce platforms, video platforms, enterprises, and businesses venturing into the live e-commerce sector. However, this development has brought forth several issues, one of which prominently pertains to the lack of customer loyalty. Hosts play a crucial role in live e-commerce. To investigate the impact of internet celebrity attributes on platform user loyalty, this study employed a survey questionnaire distributed on internet websites, collecting 200 valid samples. A research model based on the ABC attitude model was constructed, with customer satisfaction and customer trust as mediating variables. The findings indicate that the internet celebrity attributes of network popularity and interactivity positively influence customer loyalty through the mediation of customer satisfaction and customer trust. On the other hand, the host’s purpose as an internet celebrity attribute does not directly or indirectly affect customer loyalty. The primary reason for this discrepancy is that the host failed to establish trust and employ suitable methods to attain the goal of selling and promoting products. Consequently, platforms and businesses can enhance the network popularity of hosts through communication media, while fostering their literacy and professional skills. Moreover, strengthening communication and interaction between hosts and customers serves as a foundation for nurturing enduring and positive relationships.

This study aims to explore whether and how data elements affect the green total factor productivity (GTFP) of China’s logistics industry, and conducts empirical tests using the super-efficiency SBM model, Malmquist exponential model, and spatial Dubin model. Based on the relevant data of 30 provinces in China from 2013 to 2021, we employ the Super-efficiency SBM model and the Malmquist dynamic index model to calculate the green total factor productivity of the logistics sector. We then establish a three-tier evaluation framework for data elements, employ the entropy method to determine the weighting of each indicator, and utilize linear weighting to calculate the comprehensive evaluation value of data elements. By incorporating appropriate control variables and employing the spatial Durbin model, this study examines the impact of data elements on the GTFP of the logistics industry. It is found that data elements have a contributing effect on improving GTFP of the logistics industry in the local region as well as a positive spillover effect on the neighboring regions, and this is achieved by improving the level of technical progress. In addition, the coefficients are decomposed into direct, indirect, and total effects by partial differentiation, again verifying the above conclusions. This study investigates the impact of data elements on GTFP in the logistics industry from theoretical mechanisms and empirical tests, and analyzes the dual impact of data elements and other factors on the local region and neighboring regions. The findings of this study can provide references for better empowering the development of the logistics industry with data elements.

The demand of urban-rural logistics (URL) has scattered characteristics, which result in difficulty in applying the existing network planning model of URL. A network planning model of URL was established to create a planning scheme that...

In China, the rural population constitutes a significant proportion, with nearly 200 million new-generation migrant workers predominantly concentrated in urban areas. Against the backdrop of imbalanced urban-rural development, both these migrant workers and cities face substantial pressures. The Rural Revitalization Strategy aims to accelerate rural industrial integration and optimize the allocation of migrant labor; however, practical challenges persist. To effectively resettle rural labor forces and alleviate urban population pressure, this paper employs grounded theory to analyze 33 articles and constructs an educational system for new-generation migrant workers returning home to start businesses. This system is structured around four dimensions: goal orientation, environmental support, curriculum content, and assessment evaluation. It not only provides essential services and motivation for entrepreneurial endeavors but also serves as a crucial requirement for promoting industrial integration, rural revitalization, and modernization.