基于FAHP的网购平台环境中顾客感知价值评价研究

Study of customer perceived value evaluation in online shopping platform environment based on FAHP

在过往研究的基础上,提取网购平台环境中顾客感知价值的关键影响指标,构建基于平台、产品、顾客三大属性的评价指标体系。使用模糊层次分析法(FAHP)构造模糊判断矩阵,调整为模糊一致判断矩阵,计算确定各指标权重值。以A网购平台为例,通过与层次分析法对比,验证FAHP评价模型通过对指标权重值的调整,有效减少了专家打分的主观性影响。通过对指标元素分析解读,发现顾客行为偏好和心理特征是网购环境中顾客感知价值的最重要指标,并就网购平台企业运营方面给出有效提升顾客感知价值的建议。

On the basis of the past researches,the paper extracted the key indexes of customer perceived value in online shopping platform environment,and constructed an evaluation index system based on three attributes of platform,product and customer.It used fuzzy analytic hierarchy process(FAHP)to construct the fuzzy judgment matrix,which was adjusted to be the fuzzy consistent judgment matrix to calculate and determine the weight value of each index.Taking online shopping platform A as an example,in comparison with analytic hierarchy process,it is verified that FAHP evaluation model can effectively reduce the subjective influence of expert scoring by adjusting the weight value of index.Through the analysis and interpretation of index elements,it is found that customer behavioral preferences and psychological characteristics are the most important indexes of customer perceived value in the online shopping environment.Some suggestions are given to effectively improve customer perceived value in the operation of online shopping platform enterprises.