臺灣博碩士論文加值系統

不鏽鋼產業於近15 年來，由於中國鋼廠的崛起，取代了原本以歐美為主要的供
應來源，轉為以中國為主要供應國，中國系不鏽鋼廠佔全球不鏽鋼生產量近六成。
中國更將不鏽鋼產品成為期貨交易之被交易對象，使得不鏽鋼不再是單純的原料產
品，已成為投資選擇的金融商品，造成不鏽鋼價格起伏變化加劇；此外，高度透明
的交易價格，使中國期貨市場的交易價格，成為各國不鏽鋼價格的參考指標。因此
對於高度競爭及價格高度透明的平板類(本研究後續採取俗稱「鋼捲」)產品，客戶
採購時，價格常成為主要考量因素，故本研究期望透過剖析客戶價格心理，分析其
採購時之風險評估層面，成為不鏽鋼銷售時的首要策略。
本研究依據文獻探討，將客戶之價格心理區分為四類，分別為:感受性、敏感
性、傾向性及習慣性，針對客戶的主要價格心理進行探究，並從不鏽鋼現況解析客
戶之心理狀態。知覺風險部分，則選定六種適合於不鏽鋼產業之風險評估，並將之
再分為八種因素意涵，分別為:庫存過高、跌價損失、交期延誤、公司形象、用途受
限、安全危害、加工耗時以及來料不明，藉以瞭解客戶進行採購決策時所需考量的
關鍵知覺風險。
本研究透過問卷發放的方式進行，並採用DEMATEL 及ANP 所修訂的DANP
分析法來進行分析以瞭解客戶於不鏽鋼採購時之價格心理以及知覺風險。本研究結
果顯示客戶面臨高度競爭且透明的價格市場環境，其價格心理主要為「感受性」，而
就採購決策之關鍵知覺風險評估則呈現出「庫存過高」、「跌價損失」以及「交期延
誤」。最後再透過本研究之結果，對比於W 公司客戶經營現況及市場狀況，針對客戶
的價格心理及主要知覺風險，提出建議。

In the past 15 years, China has replaced the Euro and U.S.A. as the main
source and supplier of stainless steel in the world. China has also made the
stainless steel products to become a financial instrument and could be deal in
futures market. This change shifted the stainless steel price from asymmetric
information to highly transparent public information and made it became a
competitive products and market. Therefore, to Analyzing the Price
Phycology and Key Perceived Risk of Stainless Steel Coils Customers will
become the main issue to understand what they are thinking about before
purchasing.

摘要 ........................................................................................................................................ I
Abstract .................................................................................................................................. II
致謝詞 .................................................................................................................................. III
圖目錄 .................................................................................................................................. VI
表目錄 ................................................................................................................................. VII
第一章 緒論 ......................................................................................................................... 1
1.1 研究動機與背景 ..................................................................................................... 1
1.2 研究目的 ................................................................................................................. 2
1.3 研究範圍與對象 ..................................................................................................... 3
1.4 研究流程 ................................................................................................................. 3
第二章 文獻探討 ................................................................................................................. 4
2.1 消費者價格心理 .................................................................................................... 4
2.2 影響消費者價格心理的主要因素 ........................................................................ 4
2.2.1 價格感受性 ................................................................................................. 4
2.2.2 價格公平性 ................................................................................................. 5
2.2.3 價格敏感度 ................................................................................................. 7
2.2.4 價格傾向性 ................................................................................................. 7
2.2.5 價格習慣性 ................................................................................................. 8
2.3 知覺風險定義 ......................................................................................................... 8
2.3.1 知覺風險之構面 ........................................................................................ 11
第三章:研究方法 ................................................................................................................ 16
3.1 研究架構 ............................................................................................................... 16
3.2 研究變數之操作形定義 ....................................................................................... 16
3.2.1 價格心理 .................................................................................................... 16
3.2.2 知覺風險 .................................................................................................... 17
3.3 資料分析方式 ....................................................................................................... 18
3.3.1 李克特量表(Likert Scale) ........................................................................... 18
3.3.2 決策實驗分析法(DEMATEL) ...................................................................... 19
3.3.3 DEMATEL-Based ANP .................................................................................. 21
第四章 實驗分析結果與分析 ........................................................................................... 25
4.1 問卷設計與對象說明 ........................................................................................... 25
4.2 價格心理分類與結果 ........................................................................................... 26
4.3 知覺風險類型分析與結果 ................................................................................... 27
4.3.1 Di+Rj 中心度 ............................................................................................... 29
4.3.2 Di-Rj 原因度 .............................................................................................. 29
4.3.3 準則間關聯性的重要度 ............................................................................ 29
4.3.4 結構模型 .................................................................................................... 31
4.3.5 評估模型準則權分析 ................................................................................ 32
第五章 研究結果 ............................................................................................................... 35
5.1 價格心理分析 ....................................................................................................... 35
5.2 知覺風險類型分析 ............................................................................................... 36
5.3 管理意涵(對產業建議) ......................................................................................... 38
5.4 研究限制及未來研究建議 ................................................................................... 39
參考文獻 ............................................................................................................................. 40
圖目錄
圖1-1 研究流程 .................................................................................................................... 3
圖3-1 研究架構 .................................................................................................................. 16
圖3-2 決策實驗分析法 ...................................................................................................... 19
圖3-3 DANP_IPO Model ..................................................................................................... 21
圖4-1 因果關聯圖 .............................................................................................................. 30
圖4-2 網絡關係架構模型圖 .............................................................................................. 31
圖4-3 權重分布陡坡圖 ...................................................................................................... 34
表2-1 知覺風險之不確定性及損失概念觀點 .................................................................. 10
表3-1 價格心理類型定義及問項設計 .............................................................................. 17
表3-2 知覺風險類型、定義及其風險意涵 ...................................................................... 17
表4-1 專家背景資料 .......................................................................................................... 25
表4-2 客戶價格心理分類 .................................................................................................. 26
表4-3 價格心理類型家數及佔比 ...................................................................................... 27
表4-4 採購決策經理人整合後之直接關係矩陣 .............................................................. 28
表4-5 採購決策經理人整合後之準則層級的總影響關係矩陣 ...................................... 28
表4-6 各準則影響關聯性程度 .......................................................................................... 29
表4-7 準則(因素)所屬風險類型之影響關係排序 ........................................................... 30
表4-8 準則間影響分析 ...................................................................................................... 32
表4-9 未加權超級矩陣 ...................................................................................................... 32
表4-10 加權超級矩陣 ........................................................................................................ 33
表4-11 評估準則整體影響權重值及排序 ........................................................................ 33
表5-1 準則權重中心度排序 .............................................................................................. 36
表5-2 燁聯鋼鐵2022 年H1 逐月開盤漲跌幅 ................................................................. 37
表5-3 客戶營收與存貨 ...................................................................................................... 37

中文文獻
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學會計學研究所碩士學位論文。
張春興（1991），張氏心理學辭典（第二版）。臺北：東華書局
馮麗華(2010)，消費心理，中國電力出版社。
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