ֻ18ज ֻ5௹Кࣘႆ࿐ჽ࿐Б2010୍10ᄅ ຩྏࣜ࠶ࠣఃࡎଆࣟފ(ն࿐അ࿐ჽ,ಅᇜ362011)ᅋ ေ:۴ऌࣜ࠶࣮ᇏေᇿᇗॉ੮ದ֥ྏၹ,఼טଌ20ൗࡀԚႮႿྏ࿐ߎໃିؿᅚӮູ၂༢ေࡼྏིႋಷೆຩࣜ࠶࣮ᆭᇏ֥ܴׄ,Ч໓۳ԛਔ࿐॓,ѩ֒ൈࣜ࠶࿐ࡅ༐ຬࣜ࠶࿐ିܔӮູ၂“ຩྏࣜ࠶”֥ۀ,ఃݦඔіඍູ:ຩྏࣜ࠶=Fሱಖ॓࿐,ૌ߭хದো֥ྏၹ,ڎಪ“ۋ൳(ຩࣜ࠶,ྏ)。ൈ,۳ԛਔຩྏࣜ࠶ིႋࡎིႨ”֥ۀ,ၹط൫ࡼྏ࿐఼ྛஆԇႿࣜᆷѓุ༢֥ࢨะҪՑࢲܒ,ѩ০ႨҪՑٳ༅مಒק۲Ҫᆷ࠶࿐ᆭຓ。၌ݭ֥൞ࣜ࠶࿐ࡅՖট҂֤҂ॉѓ֥ಃᇗб২,ଢ֥ᄝႿ۷ݺֹಪ്ބࢳ“ຩྏࣜ੮ྏ࿐,္ՖໃႵݖປಆϥຂྏ࿐ࠎԤ֥ࣜ࠶࠶”֥Чᇉބଽݤ,ԉٳؿߨຩࣜ࠶ؓൌุࣜ࠶֥՜ࣉ࿐。व؟ବ၂ᆌ࿓ֹᆷԛ:“ીႵྏ࿐֥ࣜ࠶ቔႨ。࿐҂ିӮۿֹࢳᇗေ֥ࣜ࠶ݖӱ,طીႵࣜ࠶࿐ܱՍ:ຩࣜ࠶;ྏ;ଆ;ࡎ;AHP②֥ྏ࿐ࣼીႵࠏ߶ࢳቋ၂Ϯ֥ದোྛູ。”ᇏٳোݼ:໓ངѓ്:A໓ᅣщݼሱ20ൗࡀၛট,ᄝ၂“ऎႵਅݺྏ࿐အ֥:1004-8626(2010)05-0071-03ࣜ࠶࿐ࡅ”ބ“ऎႵਅݺࣜ࠶࿐ଷ֥ྏ࿐ࡅ”֥Ӑၰބࠒࠞҕა༯,֏ളਔॴᄀࣜ࠶࿐ބྏ࿐InternetPsychologicalEconomyᆭࡗದູه֥ྍྖ࿐॓———ྏࣜ࠶࿐。andEvaluationModelದ൞ऎႵනົބམ,ѩିᇅᄯބႨ۽ऎࣉWANGJing-he(Commeྛস֥ۚࠩ。ದ֥۲ᇕྛ、၂ई၂नᄝrceCollege,HuaqiaoUniversity,Quanzhou362021,China)Abstract:Accordingtothepointofviewthateconomicre-նଷ֥॥ᇅބᆦ༯,طնଷؿԛ֥۲ᇕᆷनေsearchshouldfocusonpsychologicalfactors,stressthepsycho-൳֞ྏࠃ֥႕ཙ。֒ಖ,ದ֥ྏࠃ൞ϴෛlogicaleffectsofInterneteconomicresearch,thispaperpres-ሢഠ߶֥ؿᅚطэ߄֥,ྍൗࡀᇏದ֥ྏ߶ԛགྷentsa“Internetpsychologicaleconomy”concept,thefunction၂ུྍ֥หᆘ。ᄝྍൗࡀ֥ຩࣜ࠶࣮ᇏ҂ॉisexpressedasInternetpsychologicaleconomy=F(Internete-conomy,psychological).Atthesametime,theInterneteffects੮ದ֥ྏၹ,ཁಖ൞҂ಆ૫֥。ၹط,ေࡼྏofthepsychologicalevaluationoftheeconomicindicatorsofthe࿐֥ᆩ്ࠣંႵࠏֹಷೆຩࣜ࠶֥࣮ᆭlevelofthestructureoftheladdersystem,andtheuseofAHPᇏ,Ч໓ᄝิԛྏࣜ࠶࿐ඪ֥ࠎԤഈ۳ԛ“ຩtodeterminetheweightofalllevelsoftheproportion,aimingtogetabetterawarenessandunderstandingof“Internetpsycho-ྏࣜ࠶”֥ۀ。ఃקၬ൞ᆷᄝड़קದোၘࣜlogicaleconomy”thenatureandcontent,bringtheInternete-҄ೆຩࣜ࠶ഠ߶֥భิ༯,ԉٳॉ੮ྏ࿐ᄝࣜconomicintofullplayonthepromotionoftheroleofthereale-࠶ࠃᇏ֥ቔႨ,Ֆط۷ࡆԛದোᄝࣜ࠶ࠃᇏ:interneteconomy;psychological;model;evalua-֥ᇶֹ໊֝,ᄎႨྏ࿐֥ᆩ്ࠣંট࣮ຩtion;AHPᇏ֥۲ᇕࣜ࠶ࠃ,ఃӮݔ۷ିژކग़ܴ֥གྷൌഠ߶,ѩ૭ඍࣜ࠶ഠ߶ؿᅚ൝֥၂ᇕࣜ࠶࿐。္൞ࢹᇹ࣮ຩᇏྛູದ֥ྏหᆘބหׄ,ܿٓ၂、ຩྏࣜ࠶֥ۀຩᇏ֥໙ีྛູ,՜ࣉຩࣜ࠶ࡲूؿᅚ֥၂ᇕྏࣜ࠶࿐൞ࣜ࠶࿐აྏ࿐Ӊ௹Ⴕࠏࢲކࣜ࠶࿐。ఃᇏ,ຩࣜ࠶֥༮ၬקၬ൞ᆷ০Ⴈ৳֥Ӂ,طྏ࿐ބࣜ࠶࿐ఏჷႿ17ᇀ19ൗࡀ①௹ࡗ֥ႇݓࣜဒᇶၬᅽ࿐࿐ஊ。࣐ܵᄝ19ൗࡀ①Scitovsky,T.(1986)HumanDesireandEconomicSatisfac-tion,Wheatsheaf.②Georgekatona,(1975)PsychologicalEconomics,Amster- ൬۠ರ௹:2010-09-10dam:Elsevier.
Кࣘႆ࿐ჽ࿐Б2010୍72ຩބ৳ຩඌᄝຩഈࣉྛ۲ᇕࣜ࠶ࠃၛࠣఃطຩྏࣜ࠶ི֥ႋࡎᆷѓุ༢ଆॖཌྷܱࣜ࠶ྙࠃ֥ሹӫ。طຩྏࣜ࠶֥๙ݖೂ༯ࢨะҪՑࢲܒ۳ԛ(1):ݦඔіඍູ:ຩྏࣜ࠶=F(ຩࣜ࠶,ྏ);ຩࣜ࠶=f(ຩߌ,ᆟҦߌ,ࣜ࠶ၹ);ྏ=K(ߌ)·ۋᆩ+K(ߌ)·ᇿၩ+K123(ߌ)·࿐༝+K(ߌ)·؇。4ఃᇏK(X),i=1,2,3,4൞ܱႿ“ߌ”эਈ֥i1ݦඔ,ߌ൞ᆷࣜ࠶ࠃᇏҕაᆀ෮ԩ֥ຓ҆ߌ ଢభ,ෙಖܱႿᆷѓࡎ֥ਈ߄۽ऎޓ؟,,ᇶေ൞ຩބᆟҦߌ。Վݦඔ౼ᆴॖᆞ、ॖڵ,֒ߌؓྙӮਅྟྏሑႵ০ൈ,౼ᆞᆴ;ڎЧ໓ࢲކᆷѓุ༢֥ଽݤҐႨૅݓᄎԔ࿐ࡅ.ᄵ,౼ڵᆴ。Saaty࢝൱Ⴟ20ൗࡀ70୍սԚ௹ิԛ֥ҪՑٳ༅م(AnalyticHierarchyProcessࡥӫAHP),টಒקؽ、ຩྏࣜ࠶֥ࡎଆຩྏࣜ࠶ི֥ႋࡎᆷѓุ༢֥ಃᇗб২,ଢຩࣜ࠶൞֒ࣂഠ߶ᇏᇗေ֥၂ᇕࣜ࠶ྙ,֥ᄝႿݓࡅࠇֹؓຩྏࣜ࠶ི֥ႋࣉྛקሱՖఃӁളၛটؓݓࣜ࠶֥՜ࣉቔႨႵଢ܋。ਈࡎބٳ༅。ᆞೂࡅ༵ള෮ཿ“ܱႿຩࣜ࠶֥ࠫ۱໙(၂)ܒᄯ؎इᆔีοᅶຩߌ、ᆟҦߌ、ࣜ࠶ၹ、ྏᆜކ”၂໓ᇏ෮ඍ,“Ֆࣜ࠶ྙᆃ၂ቋۚҪ૫ु,ຩࣜ࠶ࣼ൞ႵљႿႳତࣜ࠶、୪ြࣜ࠶、۽ြࣜ࠶ބຩྏࣜ࠶֥ඨ,๙ݖ10ຩࣜ࠶ࠣႋ֥ྐ༏ࣜ࠶ࠇᆩ്ࣜ࠶,ႮႿ෮ඪ֥ຩ൞ඔሳຩႨྏ࿐ਵთᇏህࡅބ࿐ᆀࣉྛࡎյٳ,Ґ౼1,෮ၛႻ൞ඔሳࣜ࠶。ᄝᆃᇕࣜ࠶ྙᇏ,ྐ-7бࢠԄ؇টّႋದ֥؎ି৯ܒᄯԛཌྷႋ֥༏ຩႭః൞ᇆି߄ྐ༏ຩࡼӮູࠞఃᇗေ֥؎इᆔೂі1～5෮ൕ。ളӁ۽ऎ,൞၂ᇕಆྍ֥ളӁ৯”。ຩࣜ࠶აԮі1 ຩߌᆷѓ؎इᆔA1ࣜ࠶ཌྷб,҂ࣇসളӁੱۚ,طԷᄯҍڶ္33O 1/3XXXXM=∏XN/∑N1111213N=M 1i1iiji1ii=1j=1ॹ。ૅݓࣜ࠶ᄝഈൗࡀଌ௹֥ॹᄹӉࣼ၇ঠႿX11/51/61/ kyI11ຩࣜ࠶֥ؿᅚ,ᆃູࣼຩࣜ࠶߶՜ࣉࣜ࠶֥ۚ CyI12ᄹӉX、ۚࣼြ、֮๙ᅮބࣜ࠶ᇛ௹ѯ֥ߏิ܂61/ /yI13ਔ၂۱২ᆣ λ=,CI=,RI=,CR=<,๙ݖ၂ᇁ。ෙಖຩࣜ࠶֥ᆃᇕቔႨ൞Ⴎ؟ᇕmaxྟဒ。ၹथק֥,൞бࢠᇗေ֥ၹ൞ྐ༏ຩؿᅚݖӱᇏ֥նܿੰ,ࠧ:ྐ༏ඌۿିࡎ۬б֥ଉі2 ᆟҦߌᆷѓ؎इᆔA2غקੰ33O (Moor'sLaw)、ྐ༏ຩঔᅦིႋ઼֥หव1/3XXXXM=∏X12212223N=MN/∑N2i2iiji2ii=1j=1ڏمᄵ(MetcalfeLaw)ބྐ༏ࠃᇏႪਜ൝఼ਛّ CyI21ҵ֥ઔིႋ(MatthewsEffect)。ಖط,ϴෛሢྐX1/3122/# WyI22༏ຩࠎԤഡീ֥ڿࣉބປ,ຩࣜ࠶ᄝݓࣜX1/41/211/# WyI23࠶ᇏ֥ቔႨ҂఼ّطᇯֹ҄ࡨ,หљ൞࣍௹ಆ౯ λ=,CI=,RI=,CR=<,๙ݖ၂ᇁmaxྟဒ。ࣁವڄВުದૌؓྴࣜ࠶֥հ༂ಪ്,֤ದૌ۷ࡆಪູ,ຩࣜ࠶ࣼ൞ᇅᄯྴَ֥“ஞଐࣜі3 ࣜ࠶ၹᆷѓ؎इᆔA3࠶”。Ч໓ิԛຩྏࣜ࠶ࣼ൞๙ݖࡼ“ྏི33O 1/3XXXXM=∏XN/∑1313233N=MN 3i3iiji3ii=1j=1ႋ”ಷೆຩࣜ࠶ᆭᇏ,ಞದૌࢹᇹྏ൭؍ಪ് CyI31ބࢳຩࣜ࠶֥ൌᇉ。ఃᇏ,ྏིႋ൞ᆷ০ႨX1/4121/# WyI32ྏ࿐ᇏ֥ۋᆩ、ᇿၩ、࿐༝ބ؇ඹնေؓຩX1/51/211/# kyI33ࣜ࠶ᇏ֥അༀࠃࣉྛႵིᆜކطӁള֥ࣜ࠶ λ=,CI=,RI=,CR=<,๙ݖ၂ᇁmaxބഠ߶ིၭ。ྟဒ。
ֻ5௹ࣟފ:ຩྏࣜ࠶ࠣఃࡎଆ73і4 ᆜކၹሰᆷѓ؎इᆔAі6 ᆷѓุ༢֥ሹஆ444X k1/4XXXXXM=∏XN/∑441424344N=MN 4i4iijiii=1j=1ຩߌᆟҦߌࣜ࠶ၹྏᆜ4 XijXXXXކX11/31/51/71/=∑XX {2cs411234kkijk=1()()()() :gX311/31/51/ 2cs42X5311/351.ຩࠎԤ mcns ;4311Xຩܿଆ m:2s ;4412ຩದҌ ;13 λ=,CI=,RI=,CR=<,๙ݖ၂ᇁmaxݓଽمܿ^: ;21ྟဒ。ሰᆟༀ^: ;22ݓ࠽مܿ^: ;23і5 ຩྏࣜ࠶ᆷѓ؎इᆔAሰસၞ^ g;3144 ದनཨٮX1/^ g;32XXXXXM=∏X1234N=MN/∑N ～Kiiijiii=1j=1ఒြ႓০^ g;33X121/51/32/ 2c*s1 ۋᆩၹሰ^ ;41X1/211/41/31/ 2c*s2 ᇿၩၹሰ^ ;42X5411/ mcs3 ࿐༝ၹሰ^ ; m:s4؇ၹሰ^ ;44 λ=,CI=,RI=,CR=<,๙ݖ၂maxᇁྟဒ。ҕॉ໓ང:(ؽ)࠹ෘᆷѓಃᇗࠣ၂ᇁྟဒ[1] ࿏ᆩ.ྛູࣜ࠶࿐———ંაႋႨ[M].ഈݚ:گ֊ն࿐ԛοٚ۴مԛ۲۱؎इᆔ֥ಃᇗ,ೂі1～ϱഠ,֥ቋު၂ਙ෮ൕ,ൈ,οބم֤؎इᆔቋ[2] ࣟފ.ิԛྏࣜ࠶࿐ඪ֥۱ં൪࢘[J].അြൈս,նหᆘᆴ,ཌྷႋ࠹ෘԛCIބCRඔᆴ。ႮႿCRඔ2004(12):4-5.[3] ᅦ૿ޠ.ຩࣜ࠶࿐[M].Кࣘ:ۚ֩࢝ტԛϱഠ,2007.ᆴཬႿ,ၹط๙ݖ၂ᇁྟဒ,བྷ۲؎इ[4] ࡉࡹ.൧ӆႏཧྏ࿐[M].Кࣘ:Кࣘࣜ࠶࿐ჽԛϱᆔіቋ༯ྛ。ഠ,1996.λ-nmaxCI[5] ွဲफ.इᆔቋնหᆘᆴ֥࣍රم[J].ފଲն࿐࿐Б,ఃᇏ,CI=,CR=,n൞؎इᆔ֥ࢨn-1RI2001(3):69-70.ඔ;RIࣜҰіࠆ֤ఃᆴ。[6] ໓᪒.ࣜ࠶ྏ࿐[M].ն৵:תКҍࣜն࿐ԛϱഠ,2001.[7] ᅦཬֺ.ຩࣜ࠶[M].Кࣘ:ۚ֩࢝ტԛϱഠ,2002.()ᆷѓุ༢ᇏ۲۱ᆷѓ֥ಃᇗ[8] ိჅׯ.࿐༝ࣜ࠶[M].Кࣘ:ದԛϱഠ,2002.ሸഈ෮ඍ,ॖ֤ຩྏࣜ࠶ᆷѓุ༢ᇏ۲۱[9] ᄻूਡ.ྴࣜ࠶:ࣜ࠶ࠃྍਵთ[M].Кࣘ:ᇏݓࣁವԛᆷѓ֥ಃᇗб২ູі6ᇏቋު၂ਙ。ϱഠ,2003.ਸ਼ຓ,ഈඍ۲ᆷѓಯಖॖၛᄜ༥ٳ,ೂຩܿ[10] ဗٙ.ຩླྀࣜ࠶࿐[M].Кࣘ:ࣜ࠶॓࿐ԛϱଆॖٳູຩఒြඔ、৳ຩႨඔ、ೆຩ֥࠹ෘഠ,2000.ࠏඔ֩֩,ᆃུႵրႿၛު࣮ࠣٳ༅。(ᄳщࠠ:)ᇏݓ܄ሱႮіղં౻֤֡֞ຉᅚ ऌྍഠБ֡,୍࣍ট,ᇏݓ৳ຩۚؿᅚ,ᇏݓ܄ሱႮіղં֥౻֤֡֞ຉᅚ。ᆃ൞10ᄅ19ರՖᆞᄝईྛ֥КࣘದಃંฆഈԮট֥ྐ༏。ऌݓༀჽྍ໔Ϸ܄൩ᇶӤࢺക,ଢభ,ᇏݓຩದඔղ֞ၡ,৳ຩ௴ࠣੱղ֞%,ӑݖൗࢸनඣ。ଽຩᅟ279ຣ۱、ંฆഈϤຣ۱、Ѱग़Ⴈၡ۱。৳ຩӮູᇏݓᆟکਔࢳ౦、߸ऊᇆ、ڿࣉ۽ቔ֥ᇗေ౻֡。Վຓ,ᇏݓྍ໔ԛϱြ֥ॹؿᅚ,ູડቀದರၭᄹӉ֥ࣚപ໓߄ླิ܂ਔႵ৯ᆦӪބЌᆣ。Ӥіൕ,ᇏݓᆟکߎࠒࠞࣉᆟༀ܄ष,ϯ҃、ീྛ《ᇏದ܋ބݓᆟکྐ༏܄ष่২》,ࡲಆᆟکྍ໔ؿದᇅ؇,၇مൌྛᆟکྐ༏܄ष,Ќᅰਔ܄֥ᆩ౦ಃ、ҕაಃ、іղಃ、ࡓಃ。
