品牌形象之直覺模糊多元屬性模型及比較分析

消費者於購買產品時，經常藉由品牌形象作為決策的依據，但由於人類的思考模式隱含著主觀的認知以及複雜的想法，影響著其本身的購買行為，且消費者之間的知覺型態有所差異，對於問卷選項評價的表達亦是模糊的。過去研究在衡量品牌形象上，多半使用李克特尺度或語意差別尺度的衡量工具，並利用單一數值加以表達的量化方法；此外，過去研究也將欲衡量之品牌形象屬性視為連結性關係，但非連結性的屬性關係卻有可能存在於消費者心中。故本研究利用直覺模糊尺度作為衡量工具，發展以直覺模糊集合為基礎之三種不同的多元屬性模型衡量品牌形象，主要依據評估函數計算品牌的品牌形象分數，其中亦加入非連結性屬性關係的考量，且以計分函數發展排序方法，將其排序結果與傳統方法做比較分析，結果發現本研究建構之衡量模型優於傳統方法，能得知各品牌之形象屬性間的細微差距，且能找出更貼近消費者心中之品牌形象排序，給予衡量品牌形象更多的詮釋。

關鍵字

品牌形象；直覺模糊集合；多元屬性模型；評估函數；計分函數

並列摘要

The consumers often evaluate the products through brand image to influence purchase decisions. But human thinking includes subjective cognitions and complex thought which influence purchase behaviors, and consumers' perception types are diverse. Then, their evaluations of the items in the questionnaire are imprecise, so most of previous researches have used Likert Scales or Semantic Differential Scales to measure brand image and using a single value to capture it is not a suitable measurement. Besides, the past studies usually figure out the relation of the attributes are conjunctive, but sometimes there exist disjunction relations among attributes. In view of this, we develop Intuitionistic Fuzzy Scales and three multiattribute models based on Intuitionistic Fuzzy Sets to measure brand image. We use evaluation functions and Score functions to compute the scores of brand image and the ranking order of the brands. And also include disjunction relations among attributes Further more, we compare the calculation results of our models and traditional methods to find out a most appropriate model for assessing brand image. According to empirical results, it shows that using the Intuitionistic Fuzzy Scales can acquire approximate estimations of respondents' actual judgments. Using these valid and suitable measurement models, the enterprises can measure brand image and find a little gap between two attributes through the Intuitionistic Fuzzy questionnaire and refer the models of this study to understand the consumers' thoughts concerning brand image.