基于在线评价信息和消费者期望的商品选择方法

doi:10.16381/j.cnki.issn1003-207x.2017.11.010

摘要/Abstract

摘要： 针对近年来许多电商网站涌现大量的有关商品在线评价信息，如何基于在线评价信息并考虑消费者给出属性评价期望进行商品选择，是一个值得关注的研究问题。本文提出了一种基于在线评价信息和消费者期望的商品选择方法。在该方法中，首先通过计算商品各属性的评价值相对于消费者给出的属性评价期望的损益值，进而确定关于各属性的评价损益结果的概率分布；然后，运用前景随机占优准则构建两两备选商品比较的前景随机占优关系矩阵，并采用PROMETHEE-Ⅱ方法得到备选商品的排序结果。最后，以汽车之家网站提供的在线评价信息进行汽车选择为例说明了本文提出方法的可行性和有效性。

关键词: 在线评价信息, 消费者期望, 前景随机占优, PROMETHEE-II, 商品选择

Abstract: In recent years, a large number of online ratings information about products has emerged on many ecommerce business websites, these online ratings information have significant impact on consumers' understanding products and making purchase decisions. In reality, to make purchase decisions, consumer usually pour their attention to online ratings information of each attribute for products, and give their aspiration of online ratings information of each attribute for alternative products according to their demands. Accordingly, how to select desirable product(s) based on online ratings information and customer's aspirations, it is a noteworthy research issue. On the basis, a method is proposed in this paper for the desirable product(s) selection considering online ratings information and customer's aspiration based on the prospect stochastic dominance. In the method, first, the online ratings information of each attribute for alternative products is crawled by web crawler software, and the gain and loss for the alternative products can be calculated using the attribute rating value and the attribute aspiration, and then the probability distributions about the gain and loss results of each attribute for products are determined according to the obtained gain and loss values. On the basis, the cumulative distribution functions of gain and loss results and their expectations are obtained. Then, based on the obtained cumulative distribution functions of gain and loss values and their expectations, the prospect stochastic dominance relation matrices on pairwise comparisons of products with respect to each attribute are established according to the prospect stochastic dominance rule. Next, the degree of dominance on pairwise comparisons of each attribute of alternative products are calculated using PROMETHEE-Ⅱ method, and the overall dominance degrees matrix for pairwise comparison of products is built using the simple additive weighting method, according to the obtained overall dominance degrees matrix, the "outflow", "inflow" and the ranking values of each alternative products are calculated, respectively. Furthermore, a ranking of the alternative products is determined based on the obtained ranking values Finally, in order to illustrate the feasibility and validity of the proposed method, a case study about car selection is provided based on the online ratings information from the auto-home website.

Key words: online rating information, customer's aspiration, prospect stochastic dominance, PROMET-HEE-II, product selection

中图分类号:

C934

尤天慧, 张瑾, 樊治平. 基于在线评价信息和消费者期望的商品选择方法[J]. 中国管理科学, 2017, 25(11): 94-102.

YOU Tian-hui, ZHANG Jin, FAN Zhi-ping. Method for Selecting Desirable Product(s) Based on Online Rating Information and Customer's Aspirations[J]. Chinese Journal of Management Science, 2017, 25(11): 94-102.

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