| With the development of behavioral economics,people begin to pay attention to behavioral supply chain.As a branch of behavioral operation management theory,behavioral supply chain is a new research direction that combines psychology and behavioral science to study supply chain management.From the perspective of behavior,we can abandon the one-sided assumption that the members of the traditional supply chain are completely rational,and depict the incomplete rational characteristics and behavioral preferences of the members from a more objective and real perspective,so as to reasonably depict and analyze the supply chain management problems.Supply chain decision-making is an important research topic in supply chain management,Therefore,the analysis of supply chain decision from the perspective of members’ behavioral preferences provides a new way to study supply chain management.The supply chain of new energy vehicles is actually a representative supply chain,and its decision-making problem has also been paid attention by scholars.Among them,research and development decision-making problem is one of the supply chain management problems that scholars study more.However,previous studies often focus on the traditional new energy vehicle supply chain,ignoring the behavioral preferences of the members of the new energy vehicle supply chain,resulting in one-sided and untrue studies.In order to better fit the actual situation,this paper introduces two behavioral preferences,overconfidence and altruistic preference,into the game study of supply chain decision-making of new energy vehicles,aiming to analyze the influence of two behavioral preferences on the R&D decision-making of supply chain of new energy vehicles.Firstly,only consider the characteristics of altruistic preference of the enterprise.this paper investigates the impact of the different altruistic preference situation on the independent R & D decision-making of new energy vehicle supply chain by comparing and analyzing difference in results between perfectly rational situation of enterprises and three different altruistic preference situation(Only battery manufacturers have altruistic preferences,only car manufacturers have altruistic preferences,and both parties have altruistic preferences).Studies have shown that the altruistic preference of battery manufacturers and automakers can improve battery life,brand value and market demand,and inhibit their own profits while promoting the profits of others.the altruistic preference of battery manufacturers promotes the overall profit of the supply chain,and the altruistic preference of automobile manufacturers can have a positive impact on the overall profit of the new energy vehicle supply chain only within a certain threshold range.Secondly,only the overconfidence characteristics of the company are considered.this paper investigates the impact of the different overconfidence situation on the independent R & D decision-making of new energy vehicle supply chain by comparing and analyzing difference in results between perfectly rational situation of enterprises and three different overconfidence situation(Only battery manufacturers have overconfidence,only car manufacturers have overconfidence,and both parties have overconfidence).Studies have shown that overconfidence in the three situations can promote both parties’ R&D effort and endurance.One’s overconfidence can promote the effectiveness of the other party.The overconfidence of battery manufacturers inhibits their own utility level.Only when the automaker’s overconfidence is low can it be able to Effectively promote the improvement of its own utility level.The overall utility level of the automotive supply chain can be promoted when the overconfidence level of both parties is low.Finally,the endurance and the utility level of the automotive supply chain are optimized through the revenue sharing mechanism and the corresponding optimum Revenue sharing coefficient is found.Then considering the characteristics of companies with both altruistic preference and overconfidence,and compare the difference in results of automakers with only overconfidence,automakers with both overconfidence and altruistic preferences,and automakers’ complete rationality.This paper investigate the influence of dual behavioral preferences of automaker on new energy vehicle supply chain cooperative R&D decisions.Studies have shown that the dual behavioral preferences of automakers are conducive to the improvement of endurance,but the excessive overconfidence and altruistic preferences of automakers can lead to the loss of their own utility level,when the car manufacturer’s overconfidence and altruistic preference are small,it can effectively improve the overall utility level of the supply chain.Finally,the utility level of the car manufacturer is optimized through the revenue sharing mechanism and the optimal revenue sharing coefficient is found.Finally,the research conclusions are summarized.Based on the influence of the dual behavioral preferences of altruism and overconfidence on the R&D decisions of the supply chain of new energy vehicles,the management implications are clarified.At the same time,the future research direction is prospected and analyzed. |
