Multi-attribute Decision Making Method of Online Group Buying Based on Prospect Theory
Group buying is caused by consumers demand gathering which prompts that individuals are to buy their needed product with a discount price in a certain group and specific time.Individuals determine whether to join in the particular group buying.Around the whole process, the individual perceives information from acquainted people, meanwhile by searching related information on Internet, surfing detail pages about products, then forms his own cognition on the specific product and platform of group buying.Concurrently till the final decision making, the benefit seeking and loss aversion of Individuals emerge.Here this article researches the multi-attribute decision-making method based on prospect theory where the attributes are constructed with demand relevance, transaction costs, selection costs, search costs and perceived risk, besides the group is established in complex network where between connected individuals the exchange mechanism of Information by means of transaction costs (perceived value of goods) is adopted from limited trust model.
prospect theory complex network small world network multi attribute decision making
SHENG Xiujuan SHI Qiaosheng
School of Economics & Management, Nanjing University of Science & Technology, Nanjing 210094, China
国际会议
武汉
英文
222-227
2016-10-21（万方平台首次上网日期，不代表论文的发表时间）