頁籤選單縮合
題名 | 等價與比率偏好強度判斷之實驗比較=An Experimental Comparison between Equivalence and Ratio Judgments of Strength of Preference |
---|---|
作者 | 賴世剛; 辜永奇; | 書刊名 | 管理與系統 |
卷期 | 4:2 1997.07[民86.07] |
頁次 | 頁75-90 |
分類號 | 494.542 |
關鍵詞 | 偏好強度; 可衡量加法價值函數; 疊代式過程; 多屬性決策方法; Strength of preference; Measurable additive value function; Iterative procedure; Multiattribute decision making techniques; |
語文 | 中文(Chinese) |
中文摘要 | 偏好強度的測量是決策理論(尤其是多屬性決策方法)的一個關鍵課題。然而在 實驗上和理論上,偏好強度尚屬於一個模糊的概念,對於其可測定與否,尚無定論。 在一般的多屬性決策方法中(如 MAUT 及 AHP )對於偏好強度的測定, 多僅包括等價 (equivalence) 判斷與比率 (Ratio) 判斷兩種, 但就其效用於決策的品質而言,究竟哪一 種方式較易表達於決策者的偏好強度,則是本文研究的主要目的。 本文首先根據可衡量加法價值函數 (measurable additive value theory, MAVT) 對偏好強 度的定義以一種疊代式 (iterative) 的實驗設計來比較兩種判斷方式的效用及易用性, 該 結果可提供日後改進多屬性決策方法或設計決策支援系統時的參考。雖然本研究以租屋作為 實驗的例子,由於實驗對象多為具租屋經驗的受測者,且決策模式亦非針對租屋行為而建立, 故研究成果可一般化,而適用於其他決策者所熟悉的狀況。 實驗的結果顯示,以等價判斷方式表達偏好強度,較比率判斷有效用,而等價判斷方式也較 比率判斷方式就使用時間而言易於使用。所以建議將現行多屬性決策方法中求取偏好強度的 技術以等價判斷方式進行,將有助於提高決策品質。 |
英文摘要 | Measurement of strength of preference is an important issue in decisio n theories, in particular, multiattribute decision making techniques. In theoretical and empirical studies, the concept of strngth of preference is still an elusive notion and its measurability is still in debate. In most multiatribut e decision making techniques (e.g., MAUT and AHP), strength of preference judgme nts include equivalence and ratio judgments within or among attributes It is not clear which of the two elicitation modes is more effective. This paper presents the results from an experiment comparing the two elicitation modes. Based on the definition of strength of preference in measurable additive value theory (MAVT), we applied an iterative experimental design to compare th e effectiveness and ease of use of the two elicitation procedures. The results many provide insights into improving multiattribute decision making techniques or designing decision support systems. Though the experimental task was renting an a partment, because most subjects were experienced in such a task and the decision making model was not constructed specifically for renting behavior, the results can be generalized for other decision situations that the decision maker is fam iliar with. The results indicated that equivalence judgments were more effective than ratio judgments and that and former were easier to be made than the latter in terms of time spent. We suggest, therefore, that multiattribute decision making technique s would be more effective if the equivalence elicitation mode is considered. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。