Research On Supply Chain Insurance Contract Under The Influence Of Different Factors

With the rapid development of global economic integration and information technology, the enterprise can get unprecedented opportunities and serious challenges at the same time, the complexity and uncertainty of the market environment is more significant. Competition between enterprises has gradually evolved into the competition between supply chain and supply chain, can the whole supply chain and each member enterprise win in the fierce market competition, largely depends on the level of coordination among supply chain members, the supply chain contracts as the main method of realize supply chain coordination has been popular with the attention of academia and the business. Traditional supply chain contract researchs assume that policymakers are completely rational, however, a large number of experimental economics studies suggest that policy makers are bounded rationality, not only care about their own interests but also showed a certain social preference, such as fairness preferences, reference-point effect, loss aversion, result makers do not always pursuit the "optimal solution" in behavior.This article introducing fairness preferences and loss aversion behavior factor into the study of supply chain decision and coordination. Firstly, building the stackelberg game model of a two-stage supply chain while the retailer and the supplier are fairness concerns, based on the proposed by Adams fair theory, studying the new fairness concerns framework, exploring the retailer’s fairness concerns behavior influence on supply chain decision-making and coordination of insurance contract. On the other hand, building the supply chain decision model considering the retailer is loss aversion, based on the prospect theory, introducing a new decision-making reference point, studying the new behavior management model, exploring the influence of retailer’s loss aversion on supply chain decision-making and coordination of insurance contract. On the basis of above research, this paper further building the supply chain model considering the retailer is loss aversion and fairness concerns, the study finds that: due to the retailer has fairness concerns or loss aversion characteristics, making the retailer’s optimal order decisions further deviate from the system optimal decision on the basis of the hypothesis of "rational", double marginal effect further increase, with the introduction of insurance contract and contract parameters satisfy a certain condition, the insurance contract can coordinate the supply chain that considering behavior factors.The insurance contract as a form of the recent rise of supply chain contract, quite a few scholars have made expand researchs, but few scholars introduce the behavior factor into the insurance contract study.This article introduces fairness concerns and loss aversion behavior to the study of the insurance contract, the conclusion obtained provides a certain reference to the insurance contract scholars.As a result of the insurance contract research is still at the initial stage, scholars are more on the theoretical research, and how to apply the insurance contract to the enterprise practice, is still at the exploratory stage, so the application of insurance contract into the enterprise actual is the direction.