中文摘要：

在电商促销环境背景下,依据前景理论对于收益与损失存在不同效应系数的电商企业构建效应函数,分析其订货决策的影响因素。研究结果表明：对于电商企业来说,最优订货量随着其盈利时效应系数的增大而增大,随着损失厌恶系数、进货成本、库存成本以及市场价格的增大既可能增加也可能减少。最后通过数值分析,验证了结论的正确性,为电商企业在促销环境下的科学订货决策提供理论参考。

英文摘要：

Analysis the influence factor for EC-enterprise＇s order quantity with different effect function between profit and loss under the promotion environment increasing largescale.The result show that： For EC-enterprise, the optimal order quantity increased with increasement of profit effect coefficient.It increased or decreased with the increasement of stock cost,demage of outsto-ck, sales price, purchase price and the loss aversion coefficient. Finally, by numerical value analysis, we can verify the exactness of the result. It provides a theoretical reference for electrical and commercial enterprises in scientific decisions ordering promotional.