基于模糊层次分析法的购物评价效用排序模型研究  

作　　者：陈市 李峥[1] 吴晓松[1] 

机构地区：[1]云南财经大学信息学院

出　　处：《企业经济》2017年第9期29-34,共6页Enterprise Economy

基　　金：云南省教育厅科学研究基金项目"基于FAHP的购物评价效用排序模型研究"(项目编号:2016YJS090)

摘　　要：如何在海量的购物评价中筛选出效用较高的购物评价并及时展现给消费者,本文构建了基于模糊层次分析法(FAHP)的购物评价效用排序模型。以天猫平台某商品的1951条购物评价为样本,通过购物评价效用排序模型对样本进行实证研究。研究结果表明:追加评价的时间间隔,在一定范围内对评价效用具有正面影响;商品特征词中专有特征词对评价效用具有正面影响;由FAHP所构建的权重体系具有较强的稳定性。本文给企业提出的相关建议是,选取效用较高的购物评价进行整理回复,塑造企业形象;以效用较高的购物评价中反映的问题为突破口进行改进创新,拓展企业核心竞争力;适当增加对商品的专业性描述,提高商品可信度。In order to select a shopping evaluation with high egiciency from the mass shopping evaluations and show it to the consumers in time, this paper constructs the shopping evaluation utility sequencing model based on the fuzzy analytic hierarchy process （FAHP）. Taking the 1951 shopping evaluations of Tmall platform as samples, the empirical study is conducted by using the shopping evaluation utility ranking model on samples. The empirical results show that the time interval of the additional evaluation has a positive effect on the evaluation utility within a certain range. The proprietary characteristic words in the commodity characteristic words have a positive effect on the evaluation utility. The weight system constructed by FAHP has strong stability. Based on the above research, this paper gives the relevant recommendations for enterprises for selecting the higher utility shopping evaluation, sorting out the response, and molding the corporate image; taking the problems reflected in the higher utility shopping evaluation as the breakthrough point for improvement and innovation to expand the core competence of enterprises; and appropriately increasing the professional description of the goods to increase the credibility of the goods.

关 键 词：购物评价 IAM模型 模糊层次分析法 

分 类 号：F724.6[经济管理—产业经济]