An Emotionally Intuitive Fuzzy TODIM Methodology for Decision Making Based on Online Reviews: Insights from Movie Rankings

Abstract

With the burgeoning growth of the internet, online evaluation systems have become increasingly pivotal in shaping consumer decision making. In this context, this study introduces an intuitionistic fuzzy TODIM (an acronym in Portuguese for interactive and multicriteria decision making) methodology to rank products based on online reviews. Our approach aims to enhance user decision making efficiency and address the prevalent issue of information overload. Initially, we devised a product attribute emotion quantification framework within the confines of the intuitionistic fuzzy paradigm. This allows for the transformation of online reviews into exact functional outputs via our advanced intuitionistic fuzzy scoring mechanism and its associated precise function. Following this, we take into account the inherent correlation among product attributes, leading to the development of an attribute-associated intuitionistic fuzzy model. This model further ascertains the dominance degree of alternative products. Moreover, by integrating the risk aversion factor, we can derive a hierarchical structure for alternative products, aiding in the prioritization process. Finally, this paper validates the proposed method using movie sequencing as a case study. The results show that the proposed method, which takes into account the emotional tendencies of different attributes in a movie and the different preferences of viewers in the attribute weighting and movie selection process, is more reasonable than methods proposed in previous studies.