Abstract: Blockchain technology is widely used in various industries. In this paper, the application of blockchain technology to product certification in the supply chain can reduce the certification time and fidelity. In the two dual channel supply chain systems of online direct selling and online distribution, the Stackelberg game in which the manufacturer is the leader and the other participants are followers is considered. The sensitive coefficient of the consumer’s time for product inspection and evaluation, the false probability of the inspection result and the unit verification fee of the blockchain are introduced. The pricing and channel selection strategies of four dual channel supply chains are compared and analyzed. The results show that: when using the blockchain technology, the manufacturer’s profit under the direct selling mode is higher than that of the distribution mode, the traditional retailer’s profit under the direct selling mode is lower than that of the distribution mode, and the total profit of the supply chain under the direct selling mode is higher than that of the distribution mode; in the direct selling mode, the manufacturer’s profit, the traditional retailer’s profit and the total profit of the supply chain are higher than that of the distribution mode. In the distribution mode, when the fixed fee for manufacturers to introduce blockchain technology is small, the profits of manufacturers, traditional retailers, online retailers and the total profits of supply chain with blockchain technology are higher than those without blockchain technology.

Key words: supply chain; blockchain; consumer sensitivity; pricing; dual channel