{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,10,11]],"date-time":"2025-10-11T02:13:05Z","timestamp":1760148785053,"version":"build-2065373602"},"reference-count":59,"publisher":"MDPI AG","issue":"2","license":[{"start":{"date-parts":[[2023,6,3]],"date-time":"2023-06-03T00:00:00Z","timestamp":1685750400000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["11901380","12071280"],"award-info":[{"award-number":["11901380","12071280"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>Decision makers\u2019 behavioral preferences have always been important in coordinating the supply chain. Decision makers need to choose a partner wisely to increase the profitability of the entire supply chain, especially in the competitive e-commerce environment. In this paper, we examine a two-echelon e-commerce supply chain with one retailer and one supplier using the most popular wholesale price contract to facilitate collaboration. Traditional research has shown that the classical expectation model cannot coordinate the supply chain. We apply the focus theory of choice to describe the retailer\u2019s behavior as a follower, and we examine the impact of the retailer\u2019s pricing decisions on the supplier under different focus preferences and the coordination for the entire supply chain. The lower the parameter \u03c6, which represents the degree of positivity, and the higher the parameter \u03ba, which represents the level of confidence, the closer the profit of the whole supply chain is to the coordination result\u2014both are visualized through numerical experiments and images. In the case of \u03c6 determination, the lower the \u03ba, the better the supply chain coordination. The finding implies that the retailer may be able to coordinate the supply chain and produce better results than the expectation model when he or she makes choices using a positive evaluation system that includes both higher levels of optimism and lower levels of confidence. The findings of the FTC model can simultaneously offer a theoretical foundation for expanding collaboration among supply chain participants and management insights for decision makers to choose cooperation partners.<\/jats:p>","DOI":"10.3390\/jtaer18020053","type":"journal-article","created":{"date-parts":[[2023,6,5]],"date-time":"2023-06-05T04:01:47Z","timestamp":1685937707000},"page":"1041-1068","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":3,"title":["Pricing Decisions and Coordination in E-Commerce Supply Chain with Wholesale Price Contract Considering Focus Preferences"],"prefix":"10.3390","volume":"18","author":[{"given":"Xide","family":"Zhu","sequence":"first","affiliation":[{"name":"School of Management, Shanghai University, Shanghai 200444, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Yao","family":"Song","sequence":"additional","affiliation":[{"name":"School of Management, Shanghai University, Shanghai 200444, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Guihua","family":"Lin","sequence":"additional","affiliation":[{"name":"School of Management, Shanghai University, Shanghai 200444, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-6063-8175","authenticated-orcid":false,"given":"Weina","family":"Xu","sequence":"additional","affiliation":[{"name":"School of Economics and Management, Shanghai University of Political Science and Law, Shanghai 201701, China"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2023,6,3]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"526","DOI":"10.1016\/S0377-2217(01)00274-0","article-title":"Strategic commitment versus postponement in a two-tier supply chain","volume":"141","author":"Cvsa","year":"2002","journal-title":"Eur. 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