消費者決策問題之能力集合擴展設計

Expansion Design of Competence Sets for the Consumer Decision Problem

陳亭羽(Ting-Yu Chen)

《管理學報》 20卷5期 (2003/10) Pp. 859-897

https://doi.org/10.6504/JOM.2003.20.05.02

摘要

對廠商而言，改善產品或服務具備之優勢特性以滿足顧客需求，為一基本且重要的課題；其中，產品或服務之能力集合是否能達成有效擴展為主要關鑑所在。本研究之主要目的，即是在考量多個擴展目標（包括追求成功程度、相容程度、獨特程度之極大化，及擴展成本之極小化）下，設計能力集合之有效擴展過程與方法，幫助廠商有效地擴展其優勢特性集合，以滿足消費者真正的需求。本研究所研提之方法與以往文獻最大不同處，在於同時考量森林型學習、非對稱成本、中介屬性、複合優勢特性，及不同學習順序累積經驗的影響，較以往研究更符合實際情況。本研究除發展嚴謹之數學證明與演算法外，並以購買保全系統之數值例作說明。本研究之主要貢獻包括發展具可操作性與實用性的消費決策問題解析模式，及建立優勢特性集合之最適擴展計畫。

關鍵字

優勢特性,能力集合,有效擴展,優勢特性集合,消費者決策

並列摘要

It is essential for the firm to improve the benefits possessed by its product or service to fully address the consumer’s true needs; therefore, the effective expansion of competence sets plays an important role in marketing reality. Considering multiple expansion objectives (including minimizing the aggregate expansion cost and maximizing the degrees of successfulness, compatibility, and uniqueness), the purpose of this study is to design an effective expansion process to help a firm in expanding the benefit sets to fully satisfy the consumer’s needs. The work presented in this paper is different from previous studies in practical situations and applications. We address the problem or” competence set expansion in the sense of forest learning, asymmetric acquiring costs, intermediate attributes, compound benefits and experiential effects. The mathematical properties and algorithms are also provided for effective expansion of competence sets. In addition, a numerical example of home security systems is given to illustrate the proposed method. The main contributions of this study involve developing an operational, practical, and theoretical approach to analyze consumer decision problem, and establishing an appropriate expansion plan for benefit sets.

並列關鍵字

Benefit,Competence set,Effective expansion,Benefit set,Consumer decision

參考文獻

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