考虑电商平台损失厌恶的分类共识决策研究

A Classification Consensus Decision Model for E-Commerce Product Selection Considering Team Loss Aversion

摘要: 电商平台团队科学的选品决策是提升商品运营效能的核心需求。然而，现有研究普遍忽视了商品的多维度分类特征及运营团队的损失厌恶心理。为此，本文结合电商平台运营特点，构建考虑团队损失厌恶的分类共识选品决策模型。首先，针对商品决策属性间的关联性(如价格敏感度、用户评分与复购率的交互影响)，提出基于关联网络分析的属性权重确定方法。其次，引入概率语言偏好刻画运营团队对商品滞销风险的损失厌恶，建立多维度商品分类共识模型。在此基础上，本研究为电商平台在多属性商品分类、团队共识决策与风险规避方面提供创新性解决方案。

Abstract: The scientific product selection decision-making of e-commerce platform teams is a core requirement for enhancing the operational efficiency of merchandise management. However, existing research generally overlooks the multi-dimensional classification characteristics of products and the loss aversion psychology of operational teams. To address this, this paper integrates the operational features of e-commerce platforms to construct a classification consensus-based product selection decision-making model that accounts for team loss aversion. First, considering the correlations among product decision attributes (e.g., the interactive effects of price sensitivity, user ratings, and repurchase rates), we propose an attribute weight determination method based on correlation network analysis. Second, probabilistic linguistic preferences are introduced to characterize the operational team’s loss aversion toward the risk of unsalable products, establishing a multi-dimensional product classification consensus model. On this basis, this study provides innovative solutions for e-commerce platforms in terms of multi-attribute product classification, team consensus decision-making, and risk aversion.