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 lolerability 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 tolerabilily of their web pages.%长期以来难以定量比较及监测网页上广告的用户容忍度,为改变该现状,提出一种结合层次分析和模糊评价方法的量化综合评价模型.在文献和实证研究厘清网页上广告元素的基础上构建评价指标体系.该体系包括8个一级指标和64个二级指标；利用层次分析法,在问卷调查和访谈得到指标相对重要性信息的基础上,通过专家评估获得评价指标的权重；在转化指标值的基础上进行多级模糊评价,通过权向量和模糊关系矩阵的合成运算求得网页的广告容忍度.为验证评价模型的实用性,应用于四大门户网站首页为实例,结果表明该模型可以克服广告元素众多、可变的属性进行量化度量,对于广告主选择投放平台及运营商监控网页的广告容忍度具有实际价值.
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