基于消费者效用改进得分函数的直觉模糊多属性决策方法  

An Intuitionistic Fuzzy Multi-attribute Decision-Making Method Based on the Improved Consumer Utility Score Function

作　　者：张红[1] 刘少杰 ZHANG Hong;LIU Shaojie(School of Economics and Management,Guangxi University of Science and Technology,Liuzhou 545006,China)

机构地区：[1]广西科技大学经济与管理学院,广西柳州545006

出　　处：《商业观察》2023年第32期37-42,共6页BUSINESS OBSERVATION

基　　金：国家自然科学基金资助项目(11861013)。

摘　　要：针对交易决策中消费者对同质产品存在不同感知期望从而影响决策准确性的问题,基于消费者效用模型改进得分函数并结合IFHA算子提出一种新的直觉模糊多属性决策方法。首先,根据消费者从不同商品中获得效用的均值修正得分函数;然后通过证明改进得分函数的性质,说明新的得分函数的有效性;其次,通过算例新能源二手车交易方案决策将改进得分函数与其他得分函数结果相比较。结果表明,改进得分函数能有效解决交易决策中信息不对称性与消费者感知期望不同的问题。A new intuitionistic fuzzy multi-attribute decision-making method is proposed based on the improved score function of the consumer utility model combined with the IFHA operator to address the problem that consumers have different perceived expectations of homogeneous products in the transaction decision-making,which affects the accuracy of the decision.Firstly,the score function is modified according to the mean value of utility obtained by consumers from different goods.Secondly,the effectiveness of the new score function is illustrated by proving the properties of the improved score function.Finally,the results of the improved score function are compared with those of other score functions by means of an example of new energy used car trading scheme decision.The results show that the improved score function can effectively solve the problem of information asymmetry and different consumer perceived expectations in transaction decisions.

关 键 词：直觉模糊集 多属性决策 改进的得分函数 交易决策 

分 类 号：F224[经济管理—国民经济]