A game theory approach of cross-border e-commerce enterprises from China considering brand promotion

Sun Y., Ma C., Han J., IŞIK C.

Electronic Commerce Research, 2025 (SSCI, Scopus) identifier identifier

  • Publication Type: Article / Article
  • Publication Date: 2025
  • Doi Number: 10.1007/s10660-025-10032-0
  • Journal Name: Electronic Commerce Research
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, IBZ Online, ABI/INFORM, Business Source Elite, Business Source Premier, Compendex, INSPEC, zbMATH
  • Keywords: Channel selection, Cross-border e-commerce, Game theory, Independent website, Operation model
  • Open Archive Collection: Article
  • Azerbaijan State University of Economics (UNEC) Affiliated: No

Abstract

This study applies game theory to examine strategies for cross-border e-commerce enterprises considering independent website deployment amidst platform restrictions. We constructed a model to analyze the impact of channel preferences, pricing, and commission rates on the decision to establish an independent online presence in China. Findings reveal that channel choice and sales costs significantly influence this decision, with platform commission rates dictating operational modes—lower rates favor traffic acquisition, while higher rates encourage brand building. Expansion through independent websites emerges as a superior strategy over platform reliance alone. The study offers clear recommendations, suggesting that platform providers should reduce commissions to incentivize independent channels, benefiting both parties. Limitations include model assumptions and the specificity of findings to the Chinese market, offering a balanced view of the research’s scope.