以直覺模糊評估函數與計分函數界定品牌形象－以手機為例

Using Intuitionistic Fuzzy Evaluation Functions and Score Functions to Identify Brand Image-Cases on Mobile Phones

陳亭羽(Ting-Yu Chen) ； 施麗琴(Li-Chin Shr)

《管理科學研究》 6卷2期 (2010/06) Pp. 1-29

https://doi.org/10.6873/MSR.201006_6(2).0001

摘要

過去研究多以李克特尺度或語意差別尺度的量化方式衡量品牌形象，但因人類的思維是複雜的，且消費者的知覺型態多不相同，對於問卷選項評價的知覺表達亦是模糊的，故用單一化的數值加以表達可能不足。此外，過去研究多數將品牌形象屬性視為連結性關係來衡量，但在許多消費者心中，非連結性的屬性關係卻是經常存在的。有鑑於此，本研究利用直覺模糊尺度作為衡量工具，建構以直覺模糊集合為基礎之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，且以計分函數發展排序方法，將其運算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，能更貼近消費者心中之品牌形象排序，給予衡量品牌形象一番不同的詮釋。

關鍵字

品牌形象 ； 直覺模糊集合 ； 評估函數 ； 計分函數

並列摘要

Most of previous researches have used Likert Scales or Semantic Differential Scales to measure brand image. However, human thinking is complex, and consumers' perception types are diverse. Then, their evaluations of the items in the questionnaire are imprecise, so we can't use a single value to capture it. 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 a multiattribute model 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. 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 through the Intuitionistic Fuzzy questionnaire and refer the models of this study to understand the consumers' thoughts concerning brand image.

並列關鍵字

Brand Image ； Intuitionistic Fuzzy Sets ； Evaluation Functions ； Score Functions