属性关联情形下考虑在线评价信息可信度的多属性决策方法  

Multi-attribute Decision Making Method Considering Reliability of Online Reviews with Attribute Association

作　　者：汪兰林 李登峰 WANG Lanlin;LI Dengfeng(Department of Agricultural Economics and Management,Zhejiang Agricultural Business College,Shaoxing 312000,China;School of Management and Economics,University of Electronic Science and Technology of China,Chengdu 611731,China)

机构地区：[1]浙江农业商贸职业学院农业经济管理系,浙江绍兴312000 [2]电子科技大学经济与管理学院,四川成都611731

出　　处：《运筹与管理》2024年第8期109-114,共6页Operations Research and Management Science

基　　金：2023年度院级科研项目(学院省部级项目培育专项)(KY202338)。

摘　　要：考虑在线评价信息的可信度及决策指标的关联性,提出了一种基于在线评价信息的二元语义Choquet积分算子的多属性决策方法。首先,为了有效避免语言评价信息集结和运算中出现的信息损失和扭曲,利用二元语义描述在线评价信息,构建二元语义决策矩阵。其次,考虑在线评价信息的发布时间、获得的“有用”投票数、评论者等级、好评奖励等因素,结合决策者的有限理性行为,确定在线评价信息的可信度。再次,针对属性间具有相互作用关系的多属性决策问题,属性权重的确定应考虑其对决策结果的贡献程度,所以参考Shapley值的定义确定属性权重。在此基础上,利用二元语义Choquet积分算子对决策矩阵进行集结求得方案综合值。最后,通过一个实例说明所提方法的合理性及可行性。In recent years,with the rapid development of computer technology and e-commerce,the online reviews given by consumers or the public for the products can be seen on various websites,and the online reviews have a certain guiding role in the purchase decision of potential consumers.At present,consumers evaluate products or programs from multiple attributes,such as service level,logistics level,product quality,function,price and so on.Consumers use words such as“excellent,good,medium,and poor”,to express the evaluation of attributes of products or programs.As we all known,attributes are not absolutely independent of each other,and there is an association relationship between attributes actually.The online reviews on the website come from different reviewers or consumers,and the reliability of online reviews varies due to the different knowledge,experience and preferences of reviewers.Therefore,in the process of analysis and decision making,how to determine the recommendation ranking among the alternatives according to the large amount of online reviews on the website considering the differences in the reliability of online reviews with attributes association,is an important and significant research topic.To solve the problem of multi-attribute decision making considering the reliability of online reviews with attribute association,a multi-attribute decision making method based on the 2-tuple linguistic Choquet integral operator of online reviews is proposed.Firstly,consumers’online reviews are mainly stored on various websites in the form of natural language.On the one hand,the use of 2-tuple linguistic to describe online reviews can effectively avoid information loss and distortion in the process of aggregation and operation.On the other hand,the deviation of linguistic is considered to make the calculation result more precise.So the 2-tuple decision matrix is constructed to describe online reviews by using 2-tuple.Secondly,the reliability of online reviews varies due to the knowledge,experience,and preferenc

关 键 词：在线评价信息 二元语义Choquet积分算子 可信度 属性相关 多属性决策 

分 类 号：C934[经济管理—管理学]