以模糊多元尺度法衡量消費者對廣告代言人之知覺與偏好

Using Fuzzy Multidimensional Scaling to Measure the Perception and Preference of Consumers to Spokespersons

陳正男(Cheng-Nan Cheng) ； 楊宗欣(Tzung-Hsin Yang)

《管理評論》 22卷3期 (2003/07) Pp. 67-89

https://doi.org/10.6656/MR.2003.22.3.CHI.67

摘要

廣告代言人的選擇是廣告的重要決策，廣告必須藉由代言的角色將產品的功能、特色表現出來，讓視聽眾了解產品，並產生購買產品的意願。本研究之研究目的有二，第一為將模糊相似量測以及模糊平均值法應用於多元尺度法，發展發展出「模糊多元尺度法」。第二為將應用「模糊多元尺度法」以建立消費者對廣告代言人之特質在理性與感性高低四種類型產品下的知覺與偏好。結果顯示（一）由模糊多元尺度法可以收集到較完整的資料與以及獲得較正確的結果。（二）由知覺圖可以發現，相同的代言人針對不同的產品代言，在消費者心中會有不同的知覺與看法。（三）由偏好圖可以發現，相同的代言人針對不同的產品代言，在受測者心中會有不同的偏好。所以產品會影響代言人在受測者心中的偏好。

關鍵字

模糊相似 ； 模糊多元尺度 ； 廣告代言人

並列摘要

In Advertising campaigns, the selection of spokespersons is an important strategic decision. The advertising relies on the role of spokespersons to deliver the function and character of products to consumers. Let consumers understand the function and character of products and bring the desire to purchase. There are two purposes in this study. First, introduced fuzzy similarity measure and fuzzy mean into the Multidimensional Scaling and develop a ”Fuzzy Multidimensional Scaling” approach. Second, use the approach to establish the perception and preference of consumers to spokespersons in four categories by rational and emotional dimensions. Results of study: 1. Let the data searching and collecting complete by the fuzzy multidimensional scaling approach. 2. From the perception map know that consumers' perception to spokespersons are different at each product. 3. From the preference map know that the different products influence the preference of consumers to spokesperson.

並列關鍵字

fuzzy similarity measure ； fuzzy multidimensional scaling ； spokesperson

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