基於直覺模糊尺度與評估函數探討商店形象之衡量方法

商店形象的好壞是影響消費者是否進入此家商店的關鍵重要因素，在過去有關商店形象的研究中，為了尺度建構上的方便常以李克特尺度或語意差別尺度的量化方式來衡量所欲研究對象之認知狀態。但由於每個人對於語意的知覺並不相同，便容易忽略填答者真實感受之現象。因此，陸續有許多相關學者應用模糊理論，將語意性措詞轉換為模糊數來做為衡量工具。本研究利用直覺模糊尺度來做為問卷測量的工具，不但擺脫了傳統單一點數值之測量方式之缺點，並可推究出真實的語意結構，切確表達人類語意的差異性與模糊性之優點，相對也提升了整體研究之真實性與品質。對於商店形象的衡量，本研究將利用評估函數來建構最適商店形象評估模型，以衡量受訪者對於各商店形象之認同度，此外透過評估函數中對屬性間之連結性與非連結性關係，與過去傳統李克特尺度問卷進行比較分析。本研究以台北地區的百貨公司為研究範圍，研究結果發現：利用評估函數所建構出的最適商店形象模型，不但優於以傳統李克特尺度問卷所得到之結果，並對於屬性間的連結與非連結關係均可一併處理。

關鍵字

商店形象；直覺模糊集合；直覺模糊尺度；評估函數

並列摘要

The store image becomes an important factor that affects consumers whether they come and shop again. In the past studies pertaining to the store image, researchers often employed the Likert Scales or Semantic Differential Scales to measure subjects' cognitive extent in order for convenient construct. However, due to the fact that every subject has diverse linguist cognition, it is not easy to obtain certain outcomes expressed by subjects if we use the traditional methods to measure. Hence, more and more researchers have applied fuzzy theory to linguist terms which are transformed into fuzzy numbers. In this study, we used intuitionistic fuzzy scales to be the measurement which can exactly show human beings' thoughts characterizing as uncertainty and vagueness. Furthermore, the evaluation function based on the intuitionistic fuzzy sets was utilized to develop a model which is capable of dealing with conjunctive and disjunctive relations among attributes of store image. With this model, we can know which store has the best store image. Five department stores in Taipei were selected to be the experimental stores. A comparison between the Likert Scale and the intuitidnistic fuzzy scales indicate that using the intuitionistic fuzzy scales to develop a model for store image can generate better results which more correspond to subjects' thoughts.

並列關鍵字

Store Image ； Intuitionistic Fuzzy Set ； Intuitionistic Fuzzy Scale ； Evaluation Function

國際替代計量

基於直覺模糊尺度與評估函數探討商店形象之衡量方法

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