Dual-Source Procurement Strategy of Cross-Border E-Commerce Supply Chain considering Members’ Risk Attitude

The risk attitude of decision-makers will significantly affect the decision-making of enterprise risk management. Specifically, high risk represents the potential premise of high return for risk preference decision-makers, and for risk-averse decision-makers, the increase of risk degree will stimulate decision-makers’ aversion to uncertainty and turn to seek safer business strategies. Although there are many pieces of literature on the risk preference of decision-makers, they usually only assume the risk attitude of one party and rarely consider the risk attitude of suppliers and retailers in the scenario of cross-border e-commerce at the same time. Therefore, under the background of supply disruption, for the cross-border e-commerce supply chain composed of cross-border suppliers, overseas suppliers, overseas retailers, and consumers, combined with the risk attitude preference of enterprise subjects, this paper constructs the mean-variance model dominated by overseas retailers and reversely solves the risk-aversion attitude of a single cross-border supplier. When a single overseas retailer maintains a risk-aversion attitude and both cross-border suppliers and overseas retailers hold a risk-neutral or risk-aversion attitude, the pricing of products in different channels is analyzed. Finally, an example is given to analyze the impact of supply disruption probability, risk-aversion coefficient, channel distribution coefficient, and other parameters on purchase price, market demand, target profit, and utility. It is of great practical significance for improving the stability of cross-border e-commerce supply chain system and reducing revenue loss to study how different degrees of risk-aversion attitudes of cross-border suppliers and overseas retailers affect enterprise procurement pricing strategy, target profit, and utility in case of supply disruption.