JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE) ›› 2018, Vol. 53 ›› Issue (9): 83-94.doi: 10.6040/j.issn.1671-9352.0.2018.032

Previous Articles    

Research on supply chain decision making of equitable retailers with fair sensitivities

ZHANG Ke-yong1*, LI Jiang-xin1, YAO Jian-ming2, LI Chun-xia1   

  1. 1. School of Economics and Management, North University of China, Taiyuan 030051, Shanxi, China;
    2. School of Business, Renmin University of China, Beijing 100872, China
  • Received:2018-01-23 Online:2018-09-20 Published:2018-09-10

PDF (PC)

575

Abstract: In order to study the influence of heterogeneity of subject of fair preference on the decision of supply chain, fair sensitivity was introduced to the decision model of fair preference decision-maker. We build a secondary supply chain consisting of a manufacturer, two competing retailers, one of which has a fair preference and fair sensitivity. Based on the social comparison theory, a supply chain decision model with horizontal equity preference and vertical equity preference was established, and the influence of fair sensitivity coefficient on decision variables and utility of decision makers was obtained. Finally, numerical examples were used to verify the conclusion. The results show that the existence of fair preference and fair sensitivity does not increase the utility value of retailer itself, and it increases the competition between the two retailers under the horizontal equity preference. In the adverse unfair situation, the utility of the retailer increases with the increase of the fair sensitivity coefficient, and decreases with the increase of the fair sensitivity coefficient in the favorable unfair situation. Therefore, in the case of unfair adverse circumstances, the retailer should remain humble inferiority, and should not overestimate his own abilities and status. But in the case of favorable unfair circumstances, the retailer should be confident. Only in this way can he keep the utility maximization.

Key words: horizontal equity, vertical equity, Bertrand model, supply chain, fairness sensitivity, Stackelberg model

CLC Number: 

  • F224
[1] FALK A, FEHR E, FISCHBACHER U.Testing theories of fairness—intentions matter[J].Games & Economic Behavior, 2008, 62(1):287-303.
[2] 陈叶烽,叶航,汪丁丁.超越经济人的社会偏好理论:一个基于实验经济学的综述[J].南开经济研究, 2012(1):63-100. CHEN Yefeng, YE Hang, WANG Dingding. Theories of social preferences beyond homo economicus:a review based on the experimental economics[J]. Nankai Economic Studies, 2012(1):63-100.
[3] CUI T H, RAJU J S, ZHANG Z J. Fairness and channel coordination[J]. Social Science Electronic Publishing, 2007, 53(8):1303-1314.
[4] CALISKAN-DEMIRAG O. Channel coordination under fairness concerns and nonlinear demand[J]. European Journal of Operational Research, 2010, 207(3):1321-1326.
[5] ZHANG F, MA J. Research on the complex features about a dual-channel supply chain with a fair caring retailer[J]. Communications in Nonlinear Science & Numerical Simulation, 2016, 30(1-3):151-167.
[6] QIN J J, ZHANG C, SCHOOL B. Optimal trade credit term and pricing strategy in the supply chain with fairness preference [J]. Operations Research & Management Science, 2017(04):20-27.
[7] 姚锋敏,滕春贤.公平关切下零售商主导的闭环供应链决策模型[J].控制与决策,2017,32(1):117-123. YAO Fengmin, TENG Chunxian. Decision models of closed-loop supply chain with dominant retailer considering fairness concern[J]. Control and Decision, 2017, 32(1):117-123.
[8] 姚锋敏,滕春贤.公平关切下的两零售商竞争闭环供应链决策模型[J].计算机集成制造系统,2017,23(8):1731-1738. YAO Fengmin, TENG Chunxian. Decision models for closed-loop supply chain with two competing retailers considering fairness concerns[J]. Computer Integrated Manufacturing System, 2013, 23(8):1731-1738.
[9] 刘志,李帮义,龚本刚,等.再制造商公平关切下闭环供应链生产设计决策与协调[J].控制与决策,2016,31(9):1615-1622. LIU Zhi, LI Bangyi, GONG Bengang, et al. Production design decision and coordination of closed-loop supply chain considering remanufacturers fairness concern [J]. Control and Decision, 2016, 31(9):1615-1622.
[10] KATOK E, OLSEN T, PAVLOV Wholesale pricing under mild and privately known concerns for fairness[J]. Production & Operations Management, 2014, 23(2):285-302.
[11] 许民利,沈家静.公平偏好下制造商收益分享与供应商质量投入研究[J].系统管理学报,2014,23(1):30-35. XU Minli, SHEN Jiajing. A study on relationship of manufactures, benefit sharing and supplier, quality investment under fairness preference[J]. Journal of Systems & Management, 2014, 23(1):30-35.
[12] 曹二保,侯利梅.非对称公平关切下供应链最优决策研究[J].管理学报,2016,13(7):1070-1074. CAO Erbao, HOU Limei. Research on the optimal decision of supply chain in asymmetry of fairness concern[J]. Chinese Journal of Management, 2016, 13(7):1070-1074.
[13] YAMAGUCHI I. The relationships among individual differences, needs and equity sensitivity [J]. Journal of Managerial Psychology, 2003, 18(4):324-344.
[14] 韩小花,吴海燕,张毕西,等.基于多种实际决策行为的闭环供应链定价模型[J].管理评论,2015,27(2):187-196. HAN Xiaohua, WU Haiyan, ZHANG Bixi, et al. Pricing model of closed-loop supply chains based on multiple decision behaviors [J]. Management Review, 2015, 27(2):187-196.
[15] 王先甲,张柳波,关旭,等.道德风险模型中代理人公平敏感性对契约影响[J].管理科学学报,2016,19(8):21-31. WANG Xianjia, ZHANG Liubo, GUAN Xu, et al. Impact caused by agents equity sensitivity in the moral risk model [J]. Journal of Management Science in China, 2016, 19(8):21-31.
[16] 浦徐进,诸葛瑞杰.考虑供应商过度自信和公平关切的供应链双边努力行为研究[J].计算机集成制造系统,2014,20(6):1462-1470. PU Xujin, ZHUGE Ruijie. Bilateral efforts of supply chains considering suppliers overconfidence and fairness [J]. Computer Integrated Manufacturing System, 2014, 20(6):1462-1470.
[17] FEHR E, SCHMIDT K M. A theory of fairness, competition, and cooperation[J]. Quarterly Journal of Economics, 1999, 114(3):817-868.
[18] ADAMS J S. Inequity in social exchange[J]. Advances in Experimental Social Psychology, 1966, 2(4):267-299.
[19] HUSEMAN R C, HATFIELD J D, MILES E W. A new perspective on equity theory: the equity sensitivity construct [J]. Academy of Management Review, 1987, 12(2):222-234.
[1] CHEN Liang, HU Jin-song. Influence of risk aversion on different types of dual-channel supply chain decision [J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2018, 53(5): 30-40.
[2] LIU Jing, ZHOU Yan, ZHENG Ying-jie, WANG Chao-sheng. Optimal decision-making for green supply chain considering retailers fairness concern and risk aversion [J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2018, 53(5): 12-29.
[3] XIAO Di, JIN Wen-wen. Pricing strategy for supply chain considering horizontal competition under C2B mode [J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2018, 53(5): 53-60.
[4] DONG Zhen-ning, WANG Zhuo, ZHOU Xue-jun. Retailer financing and ordering decision-making with limitation on the minimum loan amount [J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2018, 53(5): 61-69.
[5] ZHONG Yuan, XIONG Shuang, ZHANG Cui-hua, CHEN Hui-jie. Research on fault tolerance strategies of quality improvement in supply chains with market pricing constraints [J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2017, 52(6): 10-15.
[6] DUAN Zheng-yu, ZHOU Yan, ZHANG Hua-min, XU Ming-jiao. The study of the supply chain network equilibrium model with retailers inequity aversion behavior [J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2017, 52(5): 58-69.
[7] HE Xin-hua, HU Wen-fa, XU Chang-yan, CHEN Ji-hong. Collaborative transshipment strategy of service supply chain for emergencies based on stochastic and fuzzy simulation [J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2016, 51(12): 67-77.
[8] HE Xin-hua, HU Wen-fa, XIAO Min. Coordination optional contract mechanism of service supply chain for emergencies [J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2015, 50(11): 81-90.
[9] LUO hai-yan, LÜ Ping, LIU Lin-zhong, YANG Xun. Enterprises trust comprehensive evaluation based on fussy rough AHP in cloud computing [J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2014, 49(08): 111-117.
[10] ZHOU Yan, SUN Hao, WANG Jing-jing, HAN Rui-jing, JIANG Jing-long. Multi-period closed-loop supply chain network equilibrium under uncertainty and the resulting demand satisfaction [J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2014, 49(07): 38-49.
[11] WANG Ting1, CUI Yu-quan2, ZHAO Gang1. Coordination model with retailers’ competition based on stochastic demand and return mechanism [J]. J4, 2013, 48(6): 34-37.
[12] ZHANG Ke-yong1, WU Yan1, HOU Shi-wang2. Pricing strategy of considering retailer’s fairness concerns in  the closed-loop supply chain [J]. J4, 2013, 48(05): 83-91.
[13] XU Bing, XIONG Yong. Research on the decision models of supply chain network with n-2 structure and inventorydependent demand [J]. J4, 2012, 47(12): 14-21.
[14] WANG Chuan-xu 1, JIANG Liang-kui2. Periodic ordering decisions in a supply chain with fuzzy random demand [J]. J4, 2011, 46(7): 48-55.
[15] LU Yuan-yuan. Cooperative advertising strategy and order policy under retailers’ competition [J]. J4, 2011, 46(1): 71-78.
Viewed
Full text


Abstract

Cited
  Shared   
  Discussed   
No Suggested Reading articles found!
Copyright 2018 © Editorial office of JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE)
Supported by Beijing Magtech Co.Ltd