An interval-valued intuitionistic fuzzy group decision-making method for evaluating online knowledge payment products

Abstract

Increased demand for knowledge, evolving consumer attitudes, and the convenient online transaction opportunities provided by Internet technology have led to the rapid rise and growth of online knowledge payment. At present, studies on the online knowledge payment industry mainly focus on exploring the influencing factors of users' willingness to pay for online knowledge payment products (OKPPs), and there are fewer studies on the evaluation and rating methods of OKPPs. To address this problem, this paper proposes an improved group decision-making method based on consensus adjustment and prospect theory to realize the evaluation of OKPPs from the perspective of consumer experience value. The method uses interval-valued intuitionistic fuzzy numbers to process evaluation information, selects leading users (LUs) as decision makers, and identifies four evaluation criteria based on consumer experience value, which are functional value, self-fulfillment value, hedonic value, and emotional value. The proposed group decision-making method in this paper takes into account the consensus problem of LUs’ opinions, proposes a consensus adjustment method, and uses prospect theory to incorporate the psychological factors of LUs into the group decision-making process. Finally, the effectiveness and advantages of the method proposed in this paper are verified using an example and a comparison with existing methods. This research will provide methodological reference for knowledge payment platforms (KPPs) to select high quality OKPPs, and will also urge knowledge producers (KPs) to create OKPPs that can bring higher experience value to knowledge consumers (KCs). At the same time, this research makes possible the co-creation of knowledge between KPs and KCs, and enriches and develops the relevant research on the online knowledge payment industry.