基于Sigmoid效用函数的大学生非理性消费模糊评价

Fuzzy Evaluation of College Students’ Irrational Consumption Based on Sigmoid Utility Function

摘要: 本文运用统计模型法、模糊评价法和熵权法等深入研究大学生非理性消费行为。首先，采用Sigmoid函数设计了一种加权效用函数，该函数仅与大学生对商品的评价和资源投入相关，因此可以将非理性这一模糊概念具体量化，从而衡量消费者购买商品后获得的综合利益。其次，通过数据可视化，发现存在退款和冲动消费行为时，效用大概率偏低的规律，并进一步得到可以反映非理性程度的重要指标。最后，根据这些综合指标设计分类算法，利用隶属度来划分非理性程度，评价大学生在具体行为下非理性消费的倾向。

Abstract: This paper uses statistical model method, fuzzy evaluation method and entropy weight method to deeply study the irrational consumption behavior of college students. First, a weighted utility function is designed by using the Sigmoid function. This function is only related to the evaluation of commodities and resource investment of college students. Therefore, the fuzzy concept of irrationality can be quantified, so as to measure the comprehensive benefits obtained by consumers after purchasing commodities. Secondly, through data visualization, it is found that when there are refunds and impulsive consumption behaviors, the utility is likely to be low, and further important indicators that can reflect the degree of irrationality are obtained. Finally, a classification algorithm is designed according to these comprehensive indicators, and the degree of irrationality is classified by membership, and the tendency of college students to consume irrationally under specific behaviors is evaluated.