基于层次分析法的电子商务交易决策模型  

Electronic commerce transaction decision model based on analytic hierarchy process

作　　者：李道全[1] 吴兴成[1] 郭瑞敏[1] LI Daoquan;WU Xingcheng;GUO Ruimin(College of Computer Engineering,Qingdao University of Technology,Qingdao 266033,China)

机构地区：[1]青岛理工大学计算机工程学院,山东青岛266033

出　　处：《现代电子技术》2017年第10期68-71,共4页Modern Electronics Technique

基　　金：山东省自然科学基金资助项目(ZR2011FL002)

摘　　要：C2C电子商务平台中产品种类繁多、质量参差不齐,如何准确地选择交易对象、避免遭受恶意欺骗、买到称心如意的商品已成为当前电子商务研究的热点之一。在对之前学者的研究和讨论的基础上,提出一种基于层次分析法的电子商务交易决策模型,综合商品属性、服务态度、物流服务、安全系统等多个方面计算交易决策依据的具体量化值,为交易决策提供数据支持。首先对构成决策问题的各因素建立递阶层次结构模型,其次是构造成对比较矩阵,第三是计算权重向量并做一致性校验,最后是层次总排序及一致性校验。实验结果表明,该模型有效提高了电子商务交易决策的准确性和有效性,可帮助买家避免恶意交易。There are various types of products on the C2C e-commerce platform,but their quality is uneven.Therefore,how to accurately choose transaction object,avoid malicious deception and buy wishful commodity has become one of the hot-spots in the research of electronic commerce.On the basis of the study and discussion of the previous scholars,a kind of theelectronic commerce transaction decision model based on hierarchical analysis method is proposed in this paper.In this model,commodity attributes,service attitude,logistics service,security system and so on are synthesized to calculate the specific quan-titative value,which provides the data support for the trade decision.The hierarchical structure model considering the factors ofaffecting decision making is established.The pairwise comparison matrix is constructed.The weight vector is calculated and con-sistency check is done.The total sorting is carried out and consistency check is done.The results show that this model can effec-tively improve the accuracy and effectiveness of electronic commerce transaction decision making,and help buyers avoid mali-cious transactions.

关 键 词：电子商务 交易决策 层次分析法 层次结构模型 

分 类 号：TN99-34[电子电信—信号与信息处理] TP391[电子电信—信息与通信工程]