摘要
Multiattribute utility theory is a powerful theory tool to reveal the preferences of the consumers according to multiple attribute points of view. Utility additive (UTA) method based on Multiattribute utility theory is an ordinal regression method using linear programming. The purpose of the UTA method presented in this paper is to assess additive utility functions that aggregate multiple attributes in a composite attribute. The results of it are important for the study of consumer behavior. Finally, a simple illustrative example is presented and some extensions of the method are proposed.
Multiattribute utility theory is a powerful theory tool to reveal the preferences of the consumers according to multiple attribute points of view. Utility additive (UTA) method based on Multiattribute utility theory is an ordinal regression method using linear programming. The purpose of the UTA method presented in this paper is to assess additive utility functions that aggregate multiple attributes in a composite attribute. The results of it are important for the study of consumer behavior. Finally, a simple illustrative example is presented and some extensions of the method are proposed.
基金
This project is supported by NSFC (79930900)
