臺灣博碩士論文加值系統

由於消費者個人的內在差異及無法掌控的外在因素影響，行銷人員無法準確預測消費者的購買行為。如今面臨全球競爭激烈的行銷環境，行銷人員若能了解消費者的決策過程，即可規劃有效的行銷策略。彙整過去文獻，大多探討某一變數對消費者決策的影響，例如：性別、消費者本身、產品特性、市場區隔等。因此本研究以直覺模糊推論方法應用於消費者決策，將過去學者曾提及可能影響消費者採取決策模型之因素共同納入探討，以提升整體之驗證效果。影響消費者採取決策模型之因素包含產品涉入(認知與情感因子)、知覺風險(社會、時間、財務、身體、績效、心理風險)、購買決策涉入與決策問題的複雜程度(產品經驗、購買頻率、決策過程願意花費的時間與心力)；而決策模型可分為補償性決策模型(簡單加總、加權加總)、非補償性決策模型(連結、非連結、依序比較、觀點排除模型)、品牌忠誠決策模型以及怠惰決策模型。
本研究共回收288份問卷，有效問卷回收率70.24%。研究對象為國內大專院校具管理背景的學生，大專院校遍及北、中、南與東區14間學校。本研究是以配額抽樣評估樣本數分配，及以便利抽樣選取各地區學校。而本研究的產品代表乃依據Kotler and Keller (2006)的產品分類，將消費品分區分為便利品(牙膏)、選購品(牛仔褲)、特殊品(數位相機)及非搜尋品(保險)。
本研究方法為直覺模糊推論，一共使用九種蘊含式(S-1、S-2、S-3、S-4、R-1、R-2、R-4、QL-1、QL-3)，將影響決策模型因素做為其前因，而採用決策模型的可能性為後果，建立模糊關係以進行推論。本研究將四大前因(十二個次購面)、四大決策模型(八種決策模型)，分別以四對四、十二對四以及十二對八的模組進行推論。本研究結果將以隸屬度值、計分函數為指標，比對從受訪者蒐集到採取最高可能性的決策模型與經直覺模糊推論結果之差異，整體而言，無論是以四對四、十二對四或十二對八的模組驗證影響決策模型因素與消費者所採取決策模型之間的關係皆有良好的表現，整體而言以S-2、QL-3蘊含式的驗證結果最佳(最可能的決策模型)，相符比率皆超過93.43%，平均符合比率甚至高達97.58%。以產品分類進行分析，牙膏、牛仔褲與保險，皆是S-2、QL-3蘊含式驗證結果最好，相符比率皆超過92.73%;而數位相機的驗證結果則包含S-2、S-3、R-2、QL-3。若以地區差異進行探討，相符比率皆超過91.70%。臺灣北區與南部地區推論結果較為相似。另外，本研究亦以歐幾里德與漢明直覺模糊距離公式衡量推論結果與實證資料之差異，本研究發現，十二對八的推論模組，其整體的推論結果比四對四與十二對四模組表現較為優異。

Due to the diversity of internal and external factors in consumer psychology, it is difficult for marketers to predict the consumer decision making behavior precisely. Because of the growing global competition, marketers should realize the consumer decision making and beyond in order to plan marketing strategies well. In the previous studies, scholars made studies of the effect among only one of the factors and consumer decision making model, e.g. gender, characteristics of consumers and products, market segmentation, and so on. Consequently, this research will apply intuitionistic fuzzy inference to analyze the relation between all of the various factors and consumer decision making. These factors include product involvement (cognitive and affective factors), perceived risk (social risk, time risk, financial risk, physical risk, performance risk and psychological risk), purchase-decision involvement, and levels of consumer decision making (product experience, purchase frequency, time, and devotion). Consumer decision making models are divided into compensatory models (simple additive and weighted additive), noncompensatory models (conjunctive model, disjunctive model, lexicographic model, and elimination-by- aspects model), the brand loyalty decision model, and the inertia decision model.
The research subjects of this study were college students at fourteen colleges in the north, midst, south, and east of Taiwan. This sampling strategy is quota sampling. In this study, 288 questionnaires were collected at an valid rate of 70.24%. The product categories selected in the empirical study are tooth paste, jeans, digital camera, and insurance.
The research method is intuitionistic fuzzy inference with several implications of S-1, S-2, S-3, S-4, R-1, R-2, R-4, QL-1 and QL-3. Intuitionistic fuzzy inference can be separated into three modules: four-to-four, twelve-to-four, and twelve-to-eight. The inference results were compared with respondents’ actual values on the degree of membership, score function, and intuitionistic fuzzy distances. In general, the results show that S-1 and QL-3 are better than others, and the average consistency rate is 97.58%. The S-2 and QL-3 implications are better than others in tooth paste, jeans and insurance categories, and the consistency rates are over 92.73%. The S-2, S-3, R-2, and QL-3 implications are better than others in the digital camera category, and the consistency rates are over 91.70%. The inference results in the north Taiwan are similar to south Taiwan. Finally, the twelve-to-eight module performs better than other modules based on the results via intuitionistic fuzzy distance measures.

指導教授推薦書
口試委員審定書
長庚大學授權書 iii
誌謝 iv
中文摘要 v
英文摘要 vi
目錄vii
圖目錄 ix
表目錄 x
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究步驟 3
第二章 文獻探討 5
2.1 消費者決策模型 5
2.1.1 補償性決策模型 11
2.1.2 非補償性決策模型 13
2.1.3 舉隅 15
2.2 影響決策模型因素 17
2.2.1 涉入理論 18
2.2.2 購買決策涉入 24
2.2.3 知覺風險 24
2.3 判別問題解決類型 26
第三章 研究方法 28
3.1 模糊理論與發展 28
3.2 模糊推論 30
3.2.1 模糊命題 30
3.2.2 模糊邏輯與推理 30
3.2.3 模糊關係 32
3.3 模糊交集與聯集 33
3.4 直覺模糊理論 36
3.5 直覺模糊推論 37
3.5.1 直覺模糊蘊含式 37
3.5.2 直覺模糊推論運算 39
3.5.3 直覺模糊推論文獻 40
3.6 區間模糊推論數值例 43
第四章 實證研究 49
4.1 研究設計 49
4.2 問卷設計 52
4.2.1 涉入的衡量 52
4.2.2 知覺風險衡量 55
4.2.3 購買決策涉入衡量 57
4.2.4 判別問題解決類型 58
4.2.5 決策模型 59
4.3 人口統計資料 62
4.4 四對四的直覺模糊推論 64
4.4.1 以牙膏為代表性產品(四對四) 64
4.4.2 以牛仔褲為代表性產品(四對四) 66
4.4.3 以數位相機為代表性產品(四對四) 68
4.4.4 以保險為代表性產品(四對四) 70
4.5 十二對四的直覺模糊推論 72
4.5.1以牙膏為代表性產品(十二對四) 72
4.5.2以牛仔褲為代表性產品(十二對四) 74
4.5.3 以數位相機為代表性產品(十二對四) 76
4.5.4 以保險為代表性產品(十二對四) 78
4.6 十二對八的直覺模糊推論 80
4.6.1以牙膏為代表性產品(十二對八) 80
4.6.2以牛仔褲為代表性產品(十二對八) 82
4.6.3 以數位相機為代表性產品(十二對八) 84
4.6.4 以保險為代表性產品(十二對八) 86
4.7 综合直覺模糊推論結論 88
第五章 結論與建議 93
5.1 結論 93
5.2 建議 95
參考文獻 96
中文文獻 96
英文文獻 96
附錄 104

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1. 內政部(2008)，歷年底各縣市人口數，http://sowf.moi.gov.tw/stat/month/m1-09.xls。
2. 教育部(2008)，九十六學年度臺灣地區各縣市大學學生人數表，http://www.edu.tw/files/site_content/b0013/student.xls。
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