服装福袋网购决策的模糊综合评价

Fuzzy comprehensive evaluation of purchase decisiononline for clothing lucky bag

为有效缓解服装企业库存压力,以网购服装福袋为研究对象,针对消费者需求和市场供应不匹配的销售问题,运用模糊综合评价方法对其进行决策判别并予以评价。通过调查问卷确定影响网购决策的因素,构建评价指标体系和评价矩阵;采用专家估测法得到评价体系中各指标的权重分配;采用最大隶属度原则对各项指标进行逐层综合评价。结果表明:一级指标中服装因素和价格因素所占权重较高,二级指标中款式、品类、店铺的商品评论和客服回复及时所占权重较高;评价指标体系对于服装福袋网购决策非常重要。研究为服装企业销售服装福袋产品提出了相关建议。

In order to relieve the inventory pressure of clothing enterprises effectively,online shopping clothing lucky bag was taken as the research object,and fuzzy comprehensive evaluation method was applied to make decision discrimination and evaluation for the sales problem of the mismatch between consumer demand and market supply.The factors affecting the decision of online shopping were determined,then the evaluation index system and evaluation matrix were constructed by questionnaire.The weight value of each indicator in the evaluation system was obtained by expert estimation method.The principle of maximum membership degree was used to comprehensively evaluate each indicator layer by layer.The results showed that the garment factor and price factor accounted for a higher weight in the first-level indicator,while the style,category,store product review and customer service response timely accounted for a higher weight in the second-level indicator.And the evaluation index system is very important for purchasing clothing lucky bag online decisions.Finally relevant suggestions for clothing enterprises to sell clothing lucky bag products were put forward.