Blockchain-driven Supply Chain Logistics FinancingStrategies Considering Risk and Fairness

Suppliers in the E-commerce supply chain face funding gaps, Logistics Financing can alleviate capital constraints.When choosing financing strategies, suppliers exhibit risk aversion and fairness preference. Blockchain can optimizelogistics financing strategies. Targeting the suppliers’ capital issue, combining the two supply chain operationmethods of Direct Selling and Consignment, innovatively considering the enterprises’ risk aversion and fairnesspreference in financing decisions, the Stackelberg game is used to construct three types of logistics financingdecision models. Based on the new perspective of trust, the optimal logistics financing strategy under blockchain isstudied. The study shows that the suppliers’ financing profits will decrease with the increase in the risk aversion.When the risk aversion is within a threshold, inventory pledge financing under consignment should be chosen.Fairness preference will increase the suppliers’ financing profits. When the fairness preference exceeds a threshold,factoring financing under Direct Selling is the optimal financing model. After introducing blockchain, the supplierchoosing inventory pledge financing under the consignment can obtain more financing profits. Trust can increase thesuppliers’ financing profits, and the effect is best by factoring financing in Direct Selling. This study aims to providedecision references for managers in financing model selection and operational decision-making.