| With the strengthening of economic globalization, the individual enterprises even with large scale will sink into competition disadvatage. In this situation,we can predict that the individual competition among enterprises will gradually convert to group competition of supply chains. If the supply chain aims at becoming an effective competition subject, the information sharing mechanism in supply chain should be established firstly. Only thus can the supply chain be integrated into a commercial concert, then by getting involved in competition with a whole.Information sharing of the supply chain always is a challenge in both theory and practice. The interest conflicts between the individual enterprise and supply chain groups are the most fundamental reason why information sharing isn’t so fluently. In order to eliminate the barriers of supply chain information sharing effectively, we must design a mechanism which can balance the interest conflict between individual enterprises and supply chain group, and import the enterprise members of supply chain into a positive feedback loop of information sharing. So as to make the supply chain information sharing degree continuously strengthened, to achieve the objectives of the integration of the supply chain.Based on the view that information sharing in supply chain is a risky decision behavior, this paper launches extensive research on risk decision theory and finds that the traditional risk decision theory is lack of considering the decision-makers’ psychological factors, and this leads to many investment decisions can not make a reasonable explanation. According to the law of capital market, this paper shows that the psychological endurance ability can profoundly influence investors’ risky decision behaviors. Based on this, we put forward the psychological endurance hypothesis, and design experiments to validate it. Eventually, in order to make up for the previous defects that lacking considerations of mental and risk factors in information sharing, we added the psychological endurance hypothesis into the research of information sharing. With the new perspective that the short slab enterprise information sharing willingness, we improve the information sharing level of the whole supply chain, and finally realize the information sharing of supply chain. Findings show that:1. Draw the farebox recovery ratio into the constraint factors of the investment value, emphasizing the decisive role of the investment return or profit margin.2. Introduce the concept of psychological endurance threshold and point out that the investment behavior had different performance between under and above the threshold.3. Based on the psychological endurance hypothesis, the author built short slab optimizing model of information sharing, to aim at improving firm’s information-sharing value index to promote the realization of information sharing in supply chain.4. Introduce the psychological vulnerability function with Cobb-Douglass, it shows that psychological endurance has a negative relationship with the cost or returns of information sharing.5. Take the psychological endurance function into information sharing value index, and conclude that the firm’s information sharing-value index had a positive relationship with the information sharing success rate, but a negative relationship with the cost elasticity of psychological vulnerability, the social risk level and the information sharing cost. These findings could be used to design the policies for promoting the information sharing in supply chain.Based on the discussion about the results of hypotheses testing, this paper proposed the theory and practical significance, and summarizes research limitations and future prospects. |
