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基于层次分析和模糊数学综合评价的体育明星信源模型研究 被引量:5

Comprehensive Evaluation of Sports Star Source Model Based on AHP and Fuzzy Mathematical
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摘要 参阅有关文献,在专家咨询和问卷调查的基础上,构建了体育明星信源模型的评价指标体系,主要采用层次分析法和模糊数学评价法对模型中的指标体系的权重和重要性程度进行了评判。结果表明:体育明星信源模型由知名度、吸引力、一致性和道德品质四个一级指标和17个二级指标构成是可行的和科学的,该模型可以作为企业选择体育明星代言人的参考体系;17个二级指标体系中,"有活力"指标在模型中的权重最大,所有二级指标的重要性等级都在"比较重要"及以上等级;四个一级指标中,体育明星的"知名度"和"吸引力"权重最大,各指标体系按重要程度划分都属于"比较重要"的级别;通过模糊数学综合评价的实证分析,得出四个一级指标的综合评判得分从高到低依次为:吸引力、道德品质、一致性、知名度。 On the basis of the literature study,expert consultation and questionnaire investigation,evaluation index system of the sports star source model was evaluated by evaluating the weight and the importance degree of the index system mainly and through AHP and fuzzy mathematical comprehensive method.The results showed that the sports star source model constituted of four primary indexes and 17 secondary indexes was feasible and scientific.The model could be used as the reference system for the enterprises to choose sports stars.The four primary indexes were popularity,attraction,consistency and moral quality.In the 17 secondary indexes,the importance level of all secondary indexeswere at the level of being"more important"or above the level,but the weights of being"vital"was the largest.The weight"popularity"and"attraction"was the largest in the four primary indicators.All primary indicators were part of the level of"more important".Through fuzzy mathematical comprehensive evaluation,the comprehensive evaluation score of four primary index from high to low in turn was:attraction,moral quality,consistency and popularity.
作者 孙文树 季浏
出处 《武汉体育学院学报》 CSSCI 北大核心 2016年第4期33-39,共7页 Journal of Wuhan Sports University
基金 国家社科基金重大项目(10ZD&052) 安徽省教育厅人文社科重点项目
关键词 体育明星 信源模型 层次分析 模糊数学评价 sportsstar source model AHP fuzzy mathematical evaluation
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