Behavioral operations and coordination analysis in e‐commerce supply chain considering negative focus preferences under supplier dominance

Our study aims to examine variations in behavioral decision‐making by employing the focus theory of choice. We discuss the impact of different personality traits of the retailer on the final decisions and the trends in performance across the supply chain. Our finding indicates that an increase in loss acceptance and pessimism positively impacts the overall profitability of the supply chain. If the retailer's level of pessimism is deterministic, the lower the level of loss acceptance, the lower the supplier's optimal profit. This study can help decision makers understand how to consider the personality traits of collaborators when collaborating.