The Study Of The Information Load On The Decision Making

With the development of the economy, we find that the consumer is more important to the enterprise. And many researchers keep their eyes on the consumers'behavior. In the consumer research it's most important that how the consumers to make decision, because it determines whether the consumers will buy the goods or not. Many researchers have finished a lot of efficient work. In this area they state that the information load wich the goods provide to the consumer will influence the decision of the consumer. But their expression of the information load is very simple. So the author will give the expresion of the information load in the consumer decision making from the general infromation vision. In the decision process, the consumer have to deal with the information of the goods. And the author considers the process as a information process. So we find that in the consumer decision making there lies four kinds of information structures. And these structures will be the bases of the information expression. From the general information vision there are three respects lied in information process: syntactic information, semantic information and pragmatic information. The author will give the mathematical expression of the syntactic information load. Then in order to solve the expression of the intuitionistic information, the author has restructured a new axiomatic system of the entropy of the intuitionistic fuzzy sets and given a new expression of the information load. Basing on these works the author will give the information load's expression in the information process of the consumer's decision making. At last the author provide an information economic model of the consumer decision. The result of this article can supervise the consumer buying decision, and it can give the enterprises some advice when they provide the information of their products to the consumers.