Abstract:  For a long time, it is quite difficult to quantitatively monitor and compare the advertising tolerability on a website. To remedy this situation, a comprehensive evaluation model based on analytic hierarchy 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 indexes 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 synthesizing operations of weight vector and fuzzy relationship matrix. Four main portal pages are used to verify this model. Result shows that this model is able to do quantitative measurement by overcoming the difficulty of large number of elements and advertisement attribute variation. Thus, it is valuable to help advertisers choose websites and operators for monitoring and controlling the advertising tolerability of their web pages.

Key words: human factors, analytic hierarchy process (AHP), fuzzy comprehensive evaluation (FCE)