Abstract: To investigate the issue that freight forwarding companies focus on not only their profits but also the fairness of profit distribution in a logistics chain when constructing and applying a shipping logistics blockchain platform, this paper takes a secondary supply chain consisting of shipping companies and shipping logistics blockchain platforms (freight forwarders) as the object to establish a Stackelberg game model under three decision scenarios. The impact of shipping logistics blockchain platforms with fair concerns on shipping logistics supply chain decisions is analyzed. Also, contract coordination of profit sharing and blockchain cost sharing is further proposed and verified by numerical examples. Results indicate that: 1) the fair concern behavior of shipping logistics blockchain platforms can increase the proportion of freight forwarding companies’ profits in the entire shipping supply chain and narrow the profit gap with shipping companies; 2) the ocean freight rates set by shipping companies with fairness concerns are negatively correlated with the fairness concern coefficient, which are lower than those with fairness neutrality; 3) the contract coordination ratio of profit sharing and blockchain cost sharing can enable the shipping logistics blockchain platform and shipping companies to achieve a win-win result within a certain range, and the contract coordination ratio with fairness concerns is more strict than that with fairness neutrality.

Key words: blockchain, platform, fairness concerns, contract coordination