Abstract: Against expected utility theory and prospect theory's neglect of endowment, psychological endurance hypothesis is proposed, and a short slab optimizing model of information sharing in supply chain that taking firm's information-sharing value index as the decisionvariable is built in this paper. The model implies that the information sharing in the whole supply chain would be achieved eventually by boosting the information-sharing value index of the last firm in the chain. The results also showed that the firm's information sharing-value index has a positive relationship with the information sharing success rate,but a negative relationship with the cost elasticity of psychological vulnerability, the social risk level and the information sharing cost. The contribution of this paper is to draw the farebox recovery ratio into the constraint factors of the investment value, emphasizing the decisive role of the investment return or profit margin; and to introduce the concept of psychological endurance threshold and point out that the investment behavior has different performance between under and above the threshold.These findings could be used to design the policiesfor promoting the information sharing in supply chain.

Key words: supply chain, information sharing, value index, psychological endurance