{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,2]],"date-time":"2026-04-02T07:46:34Z","timestamp":1775115994320,"version":"3.50.1"},"reference-count":38,"publisher":"Wiley","issue":"5","license":[{"start":{"date-parts":[[2025,3,10]],"date-time":"2025-03-10T00:00:00Z","timestamp":1741564800000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/onlinelibrary.wiley.com\/termsAndConditions#vor"},{"start":{"date-parts":[[2025,3,10]],"date-time":"2025-03-10T00:00:00Z","timestamp":1741564800000},"content-version":"tdm","delay-in-days":0,"URL":"http:\/\/doi.wiley.com\/10.1002\/tdm_license_1.1"}],"content-domain":{"domain":["onlinelibrary.wiley.com"],"crossmark-restriction":true},"short-container-title":["Int Trans Operational Res"],"published-print":{"date-parts":[[2026,9]]},"abstract":"<jats:title>Abstract<\/jats:title>\n                  <jats:p>Motivated by the fact that there are two typical e\u2010commerce channel modes between farmers and an e\u2010tailer in rural areas, this paper investigates two channel formats: direct mode and rural cooperative mode. We adopt three methods to study the rural e\u2010commerce channel selection, including game theory, field interview, and agent\u2010based simulation (ABS). We first develop a game theory model to compare two e\u2010commerce channel structures. Further, the field interview and ABS are utilized to verify the reasonability of the theory model. Last, two rural cooperative channel modes are explored. The analysis reveals that: (1) under certain cases, the rural cooperative's production support reduces farmers\u2019 production enthusiasm instead. (2) There exist \u201cwin\u2013win\u201d situations benefiting farmers and the e\u2010tailer simultaneously. (3) Our theoretical results are effective through the simulation demonstration. (4) The rural cooperative prefers the cooperative direct selling mode in most cases.<\/jats:p>","DOI":"10.1111\/itor.70015","type":"journal-article","created":{"date-parts":[[2025,3,11]],"date-time":"2025-03-11T00:16:06Z","timestamp":1741652166000},"page":"3422-3452","update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":2,"title":["Trade with a rural cooperative or not: rural e\u2010commerce channel choices for farmers and e\u2010tailers"],"prefix":"10.1111","volume":"33","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-8430-8675","authenticated-orcid":false,"given":"Heng","family":"Du","sequence":"first","affiliation":[{"name":"School of Management Engineering Nanjing Institute of Technology Nanjing China"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-3404-7654","authenticated-orcid":false,"given":"Peng","family":"Xu","sequence":"additional","affiliation":[{"name":"School of Business Nanjing Normal University Nanjing China"}]}],"member":"311","published-online":{"date-parts":[[2025,3,10]]},"reference":[{"issue":"6","key":"e_1_2_9_2_1","first-page":"3780","article-title":"Simulation\u2010based optimization of a stochastic supply chain considering supplier disruption: agent\u2010based modeling and reinforcement learning","volume":"26","author":"Aghaie A.","year":"2019","journal-title":"Scientia Iranica"},{"issue":"2","key":"e_1_2_9_3_1","first-page":"437","article-title":"Government interventions to promote agricultural innovation","volume":"23","author":"Akkaya D.","year":"2021","journal-title":"Manufacturing & Service Operations Management"},{"key":"e_1_2_9_4_1","doi-asserted-by":"publisher","DOI":"10.1287\/mnsc.2017.2927"},{"key":"e_1_2_9_5_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.ejor.2020.06.030"},{"key":"e_1_2_9_6_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.1937-5956.2006.tb00002.x"},{"key":"e_1_2_9_7_1","doi-asserted-by":"publisher","DOI":"10.1257\/aeri.20190382"},{"key":"e_1_2_9_8_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2023.103455"},{"key":"e_1_2_9_9_1","volume-title":"The integrated supply chain management system","author":"Fox M.S.","year":"1993"},{"key":"e_1_2_9_10_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijpe.2011.04.021"},{"key":"e_1_2_9_11_1","doi-asserted-by":"publisher","DOI":"10.1111\/itor.13280"},{"key":"e_1_2_9_12_1","doi-asserted-by":"publisher","DOI":"10.1111\/poms.12992"},{"key":"e_1_2_9_13_1","doi-asserted-by":"publisher","DOI":"10.1111\/itor.13356"},{"key":"e_1_2_9_14_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.cie.2020.107058"},{"key":"e_1_2_9_15_1","doi-asserted-by":"publisher","DOI":"10.1016\/S2095-3119(20)63451-7"},{"key":"e_1_2_9_16_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2024.103845"},{"key":"e_1_2_9_17_1","doi-asserted-by":"publisher","DOI":"10.1111\/itor.13417"},{"key":"e_1_2_9_18_1","doi-asserted-by":"publisher","DOI":"10.1287\/msom.2016.0599"},{"key":"e_1_2_9_19_1","doi-asserted-by":"publisher","DOI":"10.1007\/s10660-023-09735-z"},{"key":"e_1_2_9_20_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.eswa.2023.122929"},{"key":"e_1_2_9_21_1","doi-asserted-by":"publisher","DOI":"10.1007\/s10479-022-05009-3"},{"key":"e_1_2_9_22_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.ejor.2016.05.064"},{"key":"e_1_2_9_23_1","doi-asserted-by":"publisher","DOI":"10.1016\/S2095-3119(20)63422-0"},{"key":"e_1_2_9_24_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijpe.2019.06.011"},{"key":"e_1_2_9_25_1","doi-asserted-by":"publisher","DOI":"10.1007\/s10479-019-03169-3"},{"key":"e_1_2_9_26_1","doi-asserted-by":"publisher","DOI":"10.1080\/00207543.2023.2173509"},{"key":"e_1_2_9_27_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.1467-8276.2006.00857.x"},{"key":"e_1_2_9_28_1","doi-asserted-by":"publisher","DOI":"10.1111\/poms.12161"},{"key":"e_1_2_9_29_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.1540-5915.1998.tb01356.x"},{"key":"e_1_2_9_30_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.ejor.2021.10.034"},{"key":"e_1_2_9_31_1","doi-asserted-by":"publisher","DOI":"10.1080\/00207543.2024.2316476"},{"key":"e_1_2_9_32_1","doi-asserted-by":"publisher","DOI":"10.1080\/00207543.2018.1553316"},{"key":"e_1_2_9_33_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijpe.2020.107941"},{"issue":"2","key":"e_1_2_9_34_1","first-page":"36","article-title":"Research on the current situation, existing problems and suggestions of rural E\u2010commerce development","volume":"3","author":"Xu H.","year":"2022","journal-title":"Manufacturing & Service Operations Management"},{"key":"e_1_2_9_35_1","doi-asserted-by":"publisher","DOI":"10.1111\/itor.13266"},{"key":"e_1_2_9_36_1","doi-asserted-by":"publisher","DOI":"10.1111\/itor.13324"},{"key":"e_1_2_9_37_1","doi-asserted-by":"publisher","DOI":"10.1002\/nav.21909"},{"key":"e_1_2_9_38_1","doi-asserted-by":"publisher","DOI":"10.1111\/itor.13474"},{"key":"e_1_2_9_39_1","doi-asserted-by":"publisher","DOI":"10.2753\/CES1097-1475460102"}],"container-title":["International Transactions in Operational Research"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/pdf\/10.1111\/itor.70015","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/full-xml\/10.1111\/itor.70015","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/pdf\/10.1111\/itor.70015","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,4,2]],"date-time":"2026-04-02T06:49:36Z","timestamp":1775112576000},"score":1,"resource":{"primary":{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/10.1111\/itor.70015"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2025,3,10]]},"references-count":38,"journal-issue":{"issue":"5","published-print":{"date-parts":[[2026,9]]}},"alternative-id":["10.1111\/itor.70015"],"URL":"https:\/\/doi.org\/10.1111\/itor.70015","archive":["Portico"],"relation":{},"ISSN":["0969-6016","1475-3995"],"issn-type":[{"value":"0969-6016","type":"print"},{"value":"1475-3995","type":"electronic"}],"subject":[],"published":{"date-parts":[[2025,3,10]]},"assertion":[{"value":"2025-03-10","order":3,"name":"published","label":"Published","group":{"name":"publication_history","label":"Publication History"}}]}}