引用本文:余高锋,费巍,叶银芳.基于前景理论的农村电子商务发展水平多维偏好决策方法[J].控制与决策,2020,35(9):2182-2188
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基于前景理论的农村电子商务发展水平多维偏好决策方法
余高锋1,2, 费巍3, 叶银芳2
(1. 三明学院信息工程学院,福建三明365004;2. 福州大学经济与管理学院,福州350108;3. 福州大学建筑学院,福州350108)
摘要:
现实中存在多维偏好和需要考虑专家心理行为的农村电子商务发展水平决策问题.针对这类农村电子商务发展水平决策问题,提出一种基于前景理论的多维偏好决策方法.首先,描述农村电子商务发展水平评价问题,进而计算各个决策方案的综合前景值;然后,定义基于前景理论的客观排序与专家偏好的一致性程度和不一致程度;最后,以决策者的期望水平和容忍度为基础,建立模糊多维偏好优化模型,进而计算各个决策方案的综合前景值,据此确定方案优劣排序和最优方案.通过分析三明市各个县市农村电子商务的发展水平表明了所提出方法有效合理.
关键词:  农村电子商务  前景理论  多维偏好  非线性规划
DOI:10.13195/j.kzyjc.2018.1750
分类号:TP273
基金项目:国家自然科学基金重点项目(71231003);福建省高校杰出青年科研人才培育计划项目(闽教科[2017]52);福建省中青年教师教育项目(JT180515);教育部人文社科青年项目(20YJC630196);中国博士后基金项目(2017M612118).
Development level of rural E-commerce multi-dimensional preference decision making method based on prospect theory
YU Gao-feng1,2,FEI Wei3,YE Yin-fang2
(1. School of Information Engineering,Sanming University,Sanming 365004,China;2. School of Economics and Management,Fuzhou University,Fuzhou 350108,China;3. School of Architecture,Fuzhou University,Fuzhou 350108,China)
Abstract:
There are problems of decision making for the development level of rural E-commerce with multi-dimensional preference and consideration of decision maker's psychological behavior. Aiming at the problems, a multidimensional preference decision making method is proposed based on prospect theory. Firstly, the development level evaluation problem of rural E-commerce is described, and the comprehensive prospect value of alternatives is computed. Then, the consistency measure and inconsistency measure of objective ranking and decision maker's preference based on prospect theory are defined. Furthermore, a fuzzy multi-dimensional preference optimization model based on the expectation level and tolerance of decision makers is established, the comprehensive prospect value of each alternative is calculated, the ranking of alternatives is determined by the comprehensive prospect value. Finally, the validity and applicability of the proposed method are illustrated by analyzing the development level of rural E-commerce for every county and city in Sanming City.
Key words:  rural E-commerce  prospect theory  multi-dimensional preference  nonlinear programming

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