摘要
本文依据EBM消费者行为模型设计互联网保险消费决策过程五阶段,运用DEMATEL方法建立五阶段互联网保险消费决策指标体系,进而基于前景理论及VIKOR方法,构建互联网保险消费决策模型,并进行实例分析,为保险消费者选择最优投保对象提供支持。该模型中直觉模糊软集的运用能够更加灵活的处理决策数据;在参考点的选取过程中,将灰靶决策理论中的正负靶心与平均期望值结合形成三参考点,使得决策结果涵盖信息全面且决策结果分辨率更高;在方案优选过程中,VIKOR方法有效保证了群体效用的最大化以及个体遗憾的最小化。实例以及敏感性分析结果表明,所建立的模型能够达到互联网保险消费决策的目的,能够为消费者提供决策参考。
On the basis of the EBM consumer behavior model, this paper designed five phases of internet insurance consumption decision - making process, and established a five - phase internet insurance consumption decision - making index system using the DEMATEL method. Then drawing on the prospect theory and the VIKOR method, this article built an internet insurance consumption decision - making model and conducted case studies,in order to provide support for insurance consumers to choose the optimal insurance application object. Application of the intu- itionistic fuzzy soft set in this model could deal with more data flexibility for decision - making. For the selection of reference points,we identified the positive and negative targets and the average expected value as three reference points based on the gray target decision theory, which could arrive at decision results with higher resolution and cov- ering comprehensive information. The VIKOR method effectively ensured the maximization of group utility and min- imization of individual regrets in the process of program showed that the model could achieve the internet insurance optimization. Empirical and sensitivity analysis results purchase decision - making purpose, and provide a decision -making reference for consumers.
作者
袁峰
刘玲
邵祥理
YUAN Feng1, LIU Ling1, SHAO Xiangli2(1. School of Management, Shenyang University of Technology, Liaoning Shenyang 110870 ; 2. China Insurance Regulatory Commission, Beijing 10003)
出处
《保险研究》
CSSCI
北大核心
2018年第3期67-75,共9页
Insurance Studies
基金
沈阳市哲学社会科学规划课题"基于大数据的沈阳新零售发展对策研究"(项目编号:17099)
辽宁省经济社会发展研究课题"基于顾客在线评论的服务要素组合优化方法研究"(项目编号:2018lslktqn-054)
沈阳市科技计划项目"网络社群中互动关系影响顾客契合的模型研究"(项目编号:17-231-1-21)的资助
关键词
互联网保险
消费决策模型
前景理论
VIKOR
直觉模糊软集
internet insurance
consumption decision model
prospect theory
VIKOR
intuitionistic fuzzy soft set
