Conceptualizing Product Involvement Using Fuzzy Automata: An Integrated Model of Antecedents and Consequences

以模糊自動機概念化產品涉入：前因與後果之整合模型

陳亭羽(Ting-Yu Chen) ； 周慶展(Cing-Chan Chou)

《Pan-Pacific Management Review》 11卷2期 (2008/07) Pp. 1-37

https://doi.org/10.30166/PPMR.200807.0001

摘要

產品涉入係指消費者認知該產品與其內在需求、興趣和價值觀的攸關程度與重視程度，瞭解產品涉入將有助於行銷人員瞭解消費者對於關聯性產品屬性的看法。影響產品涉入的前置因素眾多，且不同涉入程度導致的相異結果亦呈現在多重構面，然迄今多數研究皆只著重探究少數前因對產品涉入之影響、或產品涉入對少數後果因素之影響。衡量消費者產品涉入時，若能同時考量多重構面，不僅具備構念效度，更可符合實務應用之需要。因故本研究利用模擬人類思考決策模式之模糊系統，針對高低涉入消費者決策過程連續帶進行探究，發展適合之模糊自動機以建構產品涉入理論的整合模型，研究成果在消費者涉入理論領域具創新性與突破性。本研究藉由實證資料驗證所發展模型之可行性、正確性與預測力；另外，亦發現在產品涉入之模糊自動機中，相對於蘊含式，合成運算對結果之影響較爲顯著。透過此整合模型，使用者僅需要調查消費者產品涉入之前因，即可瞭解消費者產品涉入程度與產品涉入的後果。

關鍵字

產品涉入 ； 前因 ； 後果 ； 模糊自動機 ； 整合模型

並列摘要

Product involvement refers to the degree of importance consumers attach to a product or their subject recognition of a product's value. It is helpful to marketers who can realize consumer's attribute of perception by the concept in relevance of the product category. However, most studies concerning product involvement did not contain complete variables. Most researchers discussed few variables of antecedents and/or consequences for product involvement. On the other hand, when it comes to social science, many consumers have complicated and uncertain thoughts about products' values. By using the fuzzy automata, this study aims to develop an integrated model of product involvement. Product involvement is the main topic in our empirical study where plenty of antecedents and consequences are presented. The results indicate the fact that a fitting model relies on both the selection of implications and, more importantly, the selection of compositions in the fuzzy automata. With this model, as long as investigating an individual's antecedent states of product involvement, we can acquire consumer's product involvement states and consequent states.

並列關鍵字

product involvement ； antecedent ； consequence ； fuzzy automata ； integrated model ； implication ； composition

參考文獻

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