Open AccessPreference of Corporate Charitable Donation Field Based on AHP-Topsis Model
Author(s) -
Gu Zhixiang
Publication year - 2021
Publication title -
journal of physics. conference series
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.21
H-Index - 85
eISSN - 1742-6596
pISSN - 1742-6588
DOI - 10.1088/1742-6596/1792/1/012012
Subject(s) - topsis , donation , analytic hierarchy process , field (mathematics) , relevance (law) , preference , corporate social responsibility , business , index (typography) , order (exchange) , marketing , computer science , operations research , public relations , engineering , economics , microeconomics , mathematics , political science , finance , law , pure mathematics , economic growth , world wide web
According to the characteristics of corporate charitable donation behavior, the evaluation system of charitable donation field is established from the donation field and corporate business relevance, the social media attention, the number of potential customers and the willingness of leaders and employees. The weight of each evaluation index is determined by Analytic Hierarchy Process (AHP), and then the preferential model of corporate charitable donation field is established by combining Technique for Order Preference by Similarity to an Ideal Solution (Topsis). Finally, the AHP-Topsis model is used to compare and select the six fields to which a green technology real estate company may make donations. According to the results, the comprehensive superiority in the field of ecological environment is the best, up to 76.9%. The evaluation results match the actual corporate donation field, and the model can be applied to the preference decision in the corporate charitable donation field.