基于直觉模糊语言集的直播带货窗口选择方法  

Live Streaming Window Selection Based on Intuitionistic Fuzzy Linguistic Set

作　　者：李鹏宇[1] 吴冲[1] 张之云 LI Pengyu;WU Chong;ZHANG Zhiyun(School of Economics and Management,Harbin Institute of Technology,Harbin 150001,China)

机构地区：[1]哈尔滨工业大学经济与管理学院,黑龙江哈尔滨150001

出　　处：《运筹与管理》2023年第6期119-125,共7页Operations Research and Management Science

基　　金：国家自然科学基金资助项目(71771066)。

摘　　要：商家利用职业直播带货主播推销产品已经成为当下最为火热的销售形式,本文利用基于直觉模糊语言集的群体多属性决策方法,为商家选择最优直播带货窗口提供了理论指导。在群体多属性决策方法的制定中,本文利用将语言变量转化为直觉模糊数的方式,对语言文本进行转化处理。分别考虑决策者与专家风险偏好的拟合程度,提出了一种将专家主观权重和客观权重相结合的专家权重确定方式。在对权重与直觉模糊集进行集合时,提出了一种全新的直觉模糊幂混合平均算子(IFPHA),并优化了集合过程中排序使用的得分函数。最后,采用topsis法,并结合改进的直觉模糊数相似度计算公式对最终方案进行了比较,选出最适合风险偏好中等商家的带货直播窗口。Live shoppingis different from traditional e-commerce sales.Live shopping eliminates the time difference between consumers and product displays,allowing consumers to experience product quality more intuitively and accurately in the live streaming room.Live streaming not only provides convenience for consumers,but also provides a suitable platform for retailersto promote products.Utilizing professional streamers to promote products has become the most popular form of product sales at present.How to choose the most suitable professional live streaming room is the primary decision-making issue faced by retailers.The quality of streamers is generally measured by popularity,and the prices of streamers with different popularity also vary.Streamers with high popularity often have high prices,and inflated indices may be caused by fake popularity.From the perspective of the affordances of live streaming window functions,the differences in design elements of live streaming rooms can also have different impacts on consumers' purchasing intentions.Therefore,when making choices,merchants cannot solely rely on the popularity of the streamer but need to start from multiple perspectives and gather the wisdom of multiple people to use group multi-attribute decision-making methods to select the optimal live streaming room.However,previous research on intuitionistic fuzzy language sets has encountered problems such as aggregation operators not meeting basic mathematical properties,expert weight calculation neglecting subjective weights,and inheritance operators missing the calculation of hesitancy.This study utilizes the improved intuitionistic fuzzy language set and combines it with the similarity calculation formula between intuitionistic fuzzy numbers.The topsis method is used to compare the results and determine the most suitable live streaming window for retailers.In theory,this study proposes a novel intuitionistic fuzzy aggregation operator,which compensates for the deficiency of previous operator information and does not me

关 键 词：直觉模糊语言集 直觉模糊集 群体多属性决策 直觉模糊幂混合平均算子 得分函数 属性权重 直播带货 

分 类 号：C934[经济管理—管理学]