Impacts Of Behavioral Factors On Order Decisions In Port Supply Chain

With the process of globalization, ports in the world have faced many problems. Recently the basic function of the ports is no longer the point that can lead to success in today’s world. What’s more important is to coordination with upstream and downstream. The important issue of coordination is order decisions. People involved in port supply chain order decisions make big difference. This thesis focus on behavioral impact in port supply chain order decisions. Better order decisions can make coordination more efficiency. What’s more, it can also improve the competitiveness of the port.The purpose of this study is to discover the behavioral impact in port supply chain order decisions using experimental method. This study focus on two behavioral factors which is important to order decisions. The two behavioral factors are loss-aversion and fairness. The main contribution of this thesis is to discover how the behavioral factors affect the port supply chain order decisions.Based on various sources of literature in port management, supply chain management, this thesis summarized definition, structure and the characters of port supply chain, and also developed the operation model of port supply which contains a truck service company and a forwarder shipping agent.Following the basic model, this thesis include 6 experiments, of which three are loss aversion experiments, others are fairness experiments. Through designing experiments, programming experiments, conducting experiments, analyzing the data, the behavioral factors have stood out.People not always following the optimal solution, they are not fully rational. Loss aversion and fariness affect the desicion maker and lead them deviate from the optimal solution.