CAJ | 학술논문

长期以来难以定量比较及监测网页上广告的用户容忍度，为改变该现状，提出一种结合层次分析和模糊评价方法的量化综合评价模型。在文献和实证研究厘清网页上广告元素的基础上构建评价指标体系。该体系包括8个一级指标和64个二级指标；利用层次分析法，在问卷调查和访谈得到指标相对重要性信息的基础上，通过专家评估获得评价指标的权重；在转化指标值的基础上进行多级模糊评价，通过权向量和模糊关系矩阵的合成运算求得网页的广告容忍度。为验证评价模型的实用性，应用于四大门户网站首页为实例，结果表明该模型可以克服广告元素众多、可变的属性进行量化度量，对于广告主选择投放平台及运营商监控网页的广告容忍度具有实际价值。
장기이래난이정량비교급감측망혈상엄고적용호용인도，위개변해현상，제출일충결합층차분석화모호평개방법적양화종합평개모형。재문헌화실증연구전청망혈상엄고원소적기출상구건평개지표체계。해체계포괄8개일급지표화64개이급지표；이용층차분석법，재문권조사화방담득도지표상대중요성신식적기출상，통과전가평고획득평개지표적권중；재전화지표치적기출상진행다급모호평개，통과권향량화모호관계구진적합성운산구득망혈적엄고용인도。위험증평개모형적실용성，응용우사대문호망참수혈위실례，결과표명해모형가이극복엄고원소음다、가변적속성진행양화도량，대우엄고주선택투방평태급운영상감공망혈적엄고용인도구유실제개치。
For a long time, it is quite difficult to quantitatively monitor and compare the advertising tolera- bility on a website. To remedy this situation, a comprehensive evaluation model based on analytic hierar- chy process （AHP） and fuzzy comprehensive evaluation （FCE） is proposed. Firstly, advertisements on a website are figured out and an evaluation system with eight primary indexes and 64 secondary indexes is constructed. The AHP is used to get the weight vector of index by measuring the relative importance of in- dexes obtained from questionnaires and in-depth interview. Then, based on index transformation, fuzzy comprehensive evaluation is conducted so that the advertising tolerability of web pages is assessed by syn- thesizing operations of weight vector and fuzzy relationship matrix. Four main portal pages are used to veri- fy this model. Result shows that this model is able to do quantitative measurement by overcoming the diffi- culty of large number of elements and advertisement attribute variation. Thus, it is valuable to help adver- tisers choose websites and operators for monitoring and controlling the advertising tolerability of their web pages.