基于CRITIC与最小化最大妥协模型的消费者复购平台选择

Consumer Repurchase Platform Selection Based on CRITIC and Minimax Compromise Model

摘要: 在电商行业竞争白热化的背景下，消费者网购复购率对平台有不可替代的核心价值。针对消费者复购决策存在信息模糊、影响因素多元及群决策主体偏好差异的问题，提出一种最小化最大妥协模型，并将其应用于消费者网购复购平台决策分析。一方面，使用CRITIC的客观赋权方法确定各评价指标的客观权重；另一方面，基于最小化最大妥协模型整合多主体评价信息，减少决策群体的内部矛盾，实现备选方案的综合排序与复购决策推荐。实证结果表明，该模型能有效处理复购决策中的不确定性信息，平衡多维度评价冲突，提升决策结果的科学性与可靠性，为消费者选择最优的复购平台提供理论支持，同时为电商平台优化客户关系管理、商家制定精准复购激励策略提供实践参考。

Abstract: Against the backdrop of the intense competition in the e-commerce industry, the repeat purchase rate of consumers in online shopping holds an irreplaceable core value for e-commerce platforms. In response to the issues of ambiguous information in consumers’ repeat purchase decisions, multiple influencing factors, and differences in the preferences of group decision-making subjects, a minimax compromise model is proposed and applied to the decision-making analysis of consumers’ online shopping repeat purchase platforms. On the one hand, the objective weighting method of CRITIC is used to determine the objective weights of each evaluation index. On the other hand, based on the minimax compromise model, the evaluation information of multiple subjects is integrated to reduce the internal contradictions within the decision-making group, achieving the comprehensive ranking of alternative options and the recommendation of repeat purchase decisions. Empirical results indicate that this model can effectively handle the uncertain information in repeat purchase decisions, balance multi-dimensional evaluation conflicts, enhance the scientificity and reliability of decision-making results, provide theoretical support for consumers to select the optimal repeat purchase platform, and offer practical references for e-commerce platforms to optimize customer relationship management and for merchants to formulate precise repeat purchase incentive strategies.