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To deal with the problem of uncertain type of multiple-attribute electronic commerce investment decision whose attribute weights can’t be fully known, a index which measures the decision-making plan-close degree was Introduced, and a decision-making model based on the scheme close degree was established. The article analyses the application of the model used in investment decisions.

In essence, after determining the comprehensive attribute values of each scheme, multiple-attribute decision making ranks and optimizes the schemes according to their comprehensive attribute values. At presents, the decision making theory and method about the multi-attribute decisions whose attribute weights information is completely known is complete. But in order to deal with the problem of electronic commerce investment decision, decisions made by managers according to their experiences are too subjective, because the weights of factors in the decision making process are difficult to be determined accurately due to the complexity of the economic system and the fluidity of the market situation [

Hypotheses:

is the attribute aggregate;

attribute weight vector according to the known weight information,

When weight

In certain

(MOP) Target function:

Restraint:

If

(SOP1) Target function:

Restraint:

If

(SOP2) Target function:

Restraint:

The included angle cosine of Scheme comprehensive attribute value vector

The included angle cosine of Scheme comprehensive attribute value vector

To consider the comprehensive attribute value of each scheme as one unit, scheme close degree is used. Scheme close degree function is:

For random

(SOP3) Target function:

Restraint:

The optimal attribute weight vector

According to the above-mentioned theory, an uncertain type multi-objective decision method based on scheme close degree is given. The following are specific

Steps:

1) Decision matrix

2) Regulate

3) Use model (SOP1) and (SOP2) to get ideal point

4) Use equation (2) to calculate a, b;

5) Solve single-objective decision model (SOP3) and get optimal solution

6) Rank and sort schemes by their comprehensive attribute value.

There are four e-commerce investment schemes x_{1}, x_{2}, x_{3}, x_{4} to be measured. Attributes are company strategy u_{1}, market scale u_{2}, risk u_{3}, capital u_{4}, strengths of rivals u_{5} and scope u_{6} [

Attributes scheme | 1 | 2 | 3 | 4 |
---|---|---|---|---|

Meet company’s | ||||

strategies | 0.55 | 0.43 | 0.54 | 0.40 |

Market scale | 0.47 | 0.57 | 0.43 | 0.52 |

Risk scale | 0.48 | 0.50 | 0.42 | 0.39 |

Capital | 0.37 | 0.27 | 0.14 | 0.19 |

Rivals strengths | 0.17 | 0.35 | 0.19 | 0.20 |

Developing | ||||

prospect | 0.42 | 0.49 | 0.18 | 0.30 |

u_{3} and u_{5} are cost-type attributes; u_{1}, u_{2}, u_{4} and u_{6} are benefit-type attributes. The weight _{i} is unknown. Certain weight information is:

Pick over schemes.

Specific Steps are:

1) Form decision matrix using figures in

2) Use the following formula to regulate matrix A,

T_{1}, T_{2} are sets of benefit-type and cost-type respectively. Standardization matrix is gotten:

3) Use model (SOP1) and (SOP2) to get ideal point

4) Use equation (2) to calculate a = 1.4906, b = 1.7083;

5) Use model (SOP3) to get the following single-objective decision model:

Target function:

Restraints:

Ideal solution is

Decision-making model based on the scheme close degree can determine what is the optimal plan in the lack of weight information and thus provides scientific basis for decision makers to draw up electronic business investment programmes under uncertain conditions. From the example analysis, this model not only determines what is the optimal plan but also ascertains weights for each attribute influencing decisions. Decision makers can know the importance of each attribute according to the size of their weights and give greater attention to big-weight attributes based on the actual situation, so they can adopt pointed countermeasures in order to get more benefit.

Fengna Ge,Xinxin Ding, (2016) Uncertain Type of Multiple-Attribute Electronic Commerce Investment Decision Model Based on the Close Degree of the Scheme and Its Applications. iBusiness,08,31-35. doi: 10.4236/ib.2016.82004