Abstract: The emergencies always expose consumers to vulnerabilities, causing travel safety panic among them. This travel safety anxiety leads to a surge in online demand, ing online and offline retailers to invest in safety protection. The online community e-commerce platform can offer a support tool for relaxing travel safety anxiety. However, the safety protection investment not only increases demand but also adds to costs. Therefore, the interaction between online community e-commerce platform and offline retailer on supply of living materials is complex. In order to clarify this, we build Cournot competition games considering the two key behaviors of demand with travel safety anxiety—demand online shifts and safety protection investment. In game models, the equilibrium supply strategies are obtained, including the optimal supply quantity of living materials and the optimal safety investment level. This research find that the community e-commerce platform and offline retailer will supply living materials simultaneously if safety protection cost is extremely low or high. While when the safety protection cost is moderate, only one of both supplies living materials. Consequently, the safety protection investment makes offline retailers and community e-commerce platform not only substitutes but also complements for each other, which depends on the competitive force and the safety protection cost. Furthermore, in order to cushion against the surge of online demand, the offline retailer would undergo online transformation. Thus, we make an extension about the supply strategies of omnichannel retailer and community e-commerce platform. The results demonstrate that the retailer’s online transformation decline the supply quantity in online channels, but enhance the supply quantity in offline channel, implying that the retailer’s online transformation may be beneficial if the offline potential demand is large enough. At the same time, as an effective way to hedge against travel safety panic, safety protection investment also helps promote collaboratively complementary work between omnichannel retailer and community e-commerce platform. This study reveals how to make supply strategies during emergencies with travel safety panic, providing theoretical references for relevant businesses and departments.

Key words: Emergencies, travel safety anxiety, safety protection investment, supply of living materials, online and offline retailers