消費者知識及屬性平衡對不完全資訊下消費者選擇之影響

The Impacts of Consumer Knowledge and Attribute Balance on Consumer Choice under Incomplete Information

吳佩勳(Pei-Hsun Wu)

指導教授 ： 林建煌

國立中央大學/管理學院/企業管理學系/博士(2006年)

摘要

消費者通常在不完全資訊的情況下作選擇，過去的研究論證在不完全資訊的情況下，消費者將對選項間的共同屬性(定義為選擇集中的所有選項均有已知屬性值的特定屬性)賦予較高的權重，基於此觀念，Kivetz 及 Simonson (2000)論證在不完全資訊下將觀察到偏好非遞移 (preference intransitivity) 的現象 (A>B 且 B>C，但 A

關鍵字

選擇 ； 不完全資訊 ； 消費者知識 ； 屬性平衡

並列摘要

Consumers often need to make choices based on incomplete information. Previous research has argued that consumers will place more weights on the common attribute (defined as the specific attribute values of all options are known) between options in the case of incomplete information. Kivetz and Simonson (2000) demonstrated that a common dimension may lead to intransitive preference (A>B, B>C, but A

並列關鍵字

Choice ； Incomplete Information ； Consumer Knowledge ； Attribute Balance

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