关键词: 损失厌恶, 锚定心理, 回购契约, 供应链协调

Abstract:

To better achieve the overall optimal performance of supply chain coordination, a two-level supply chain composed of retailers with loss aversion and anchoring psychology and risk-neutral suppliers is used as the research object to explore the order and coordination of supply chain under the repurchase contract. A repurchase contract coordination model is established, which considers retailer loss aversion and anchoring psychology under centralized and decentralized decision-making, and the relationship between retailer’s optimal order quantity and wholesale price and repurchase price is analyzed, and the impact of each contract parameter on the repurchase price and the profit of each node is analyzed, furthermore the conditions for the realization of supply chain coordination are given. The results show that when the products ordered by retailers are high-margin products, the overall optimal performance of the supply chain can be achieved, and supply chain coordination can be achieved. And the distribution of profits between the two sides of the supply chain is biased towards suppliers as the wholesale and repurchase prices increase. However, the deepening of retailer’s loss aversion and anchoring psychology will make the supplier raise the buyback price, so that the profit of the whole supply chain will decline and the cost will increase.

Key words: loss aversion, anchoring psychology, repurchase contract, supply chain coordination