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| 研究生： |
吳兆益 |
|---|---|
| 論文名稱： |
聯合分析法在果汁消費者知覺與偏好上之應用研究 無 |
| 指導教授： | 黃俊英 |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 企業管理學系 Department of Business Administration |
| 論文出版年： | 1982 |
| 畢業學年度： | 70 |
| 語文別： | 中文 |
| 論文頁數： | 151 |
| 中文關鍵詞： | 無 |
| 相關次數： | 點閱：189 下載：0 |
| 分享至: |
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聯合分析法在果汁消費者知覺與偏好上之應用研究
目錄
第一章 導論1
第一節 研究動機與研究目的1
第二節 研究範圍2
第三節 研究分析架構3
第四節 研究限制6
第五節 本文結構7
第二章 非計量多元尺度法與聯合分析法10
第一節 尺度法與多屬性決策10
一、尺度的種類10
二、次序計量尺度11
三、資料的分類13
四、偏好性資料的觀念性分析16
五、多屬性決策模式17
六、多元尺度法及聯合分析法與多屬性決策之關係21
第二節 多元尺度法22
一、歷史發展22
二、本研究所使用之程式23
第三節 聯合分析法25
一、發展過程26
二、分析程序及方法28
三、本研究所使用之程式32
第三章 研究設計45
第一節 問卷設計45
一、飲料種類之區分45
二、果汁產品屬性及屬性水準47
三、直交排列法49
四、果汁產品之偏好51
五、受測者之背景53
第二節 抽樣設計53
一、分層抽樣53
二、多段抽樣54
第三節 果汁產品定位分析55
第四節 成分效用值分析56
一、主效果56
二、互動效果57
第五節 成分區隔分析58
一、市場區隔方法58
二、成分區隔模式60
三、消費者背景組合與偏好評估值61
四、效果編碼63
五、模式比較法65
第四章 果汁產品在飲料市場的屬性知覺與偏好71
第一節 果汁在飲料產品聯合空間圖上的相關位置71
一、飲料產品定位71
二、受測者之偏好向量76
第二節 消費者對飲料產品屬性的認知77
第三節 不同背景消費者在飲料偏好上的差異82
第五章 果汁產品屬性間之兌換關係—成分效用值90
第一節 各屬性水準之主效果成分效用值90
一、成分效用值A 90
二、屬性間之相對重要性93
三、預測值Zi(A)與單調轉換值Mi 94
第二節 品牌與口味間之互動效果成分效用值97
一、單調轉換值97
二、互動效果成分效用值99
三、補充模式99
第六章 消費者背景對果汁偏好之影響—成分區隔103
第一節 預測值與評估值103
一、預測值̭̭̭X^〔U〕103
二、評估值X 103
第二節 進行成分區隔之步驟105
一、第一次模式比較105
二、第二次模式比較106
三、第三次模式比較108
四、第四次模式比較108
第三節 消費者背景與產品屬性間互動效果之分析110
一、居住地區110
二、教育程度111
三、性別114
四、家庭經濟階層114
五、年齡114
第七章 結論與建議119
第一節 結論119
第二節 建議121
附錄一 家庭經濟階層劃分參考標準124
附錄二 本研究之樣本分配地區125
附錄三 第一數据矩陣126
附錄四 第二數据矩陣127
參考書目128
圖表目錄
圖1-1果汁產品在飲料市場地位之分析架構3
圖1-2果汁產品屬性與消費者背景成分效用值之分析架構5
圖2-1單調轉換10
圖2-2綫性轉換11
圖2-3比例轉換11
圖2-4聯合空間圖之舉例說明12
圖2-5三種偏好性模式29
圖3-1受測體卡片舉例45
圖3-2事前區隔58
圖3-3事後區隔59
圖3-4混合區隔59
圖4-1各種類飲料之產品空間圖72
圖4-2受測者偏好向量74
圖4-3各種類飲料與受測者向量之聯合空間圖76
圖4-4各種類飲料與各屬性向量之聯合空間圖81
圖4-5各種類飲料與教育程度水準向量之聯合空間圖83
圖4-6各種類飲料與年齡水準向量之聯合空間圖84
圖4-7各種類飲料與家庭經濟階層水準向量之聯合空間圖86
圖4-8各種類飲料與居住地區、性別水準向量之聯合空圖88
圖5-1各屬性水準之成分效用值比較92
圖5-2五個屬性之相對重要性93
圖5-3單調轉換值Mi之轉換過程95
圖5-4預測值Zi(A)與單調轉換值Mi之差異程度96
圖5-5品牌與口味間之補充模式100
圖6-1居住地區與口味間之補充模式112
圖6-2教育程度與口味間之補充模式113
圖6-3性別與品牌間之補充模式115
圖6-4家庭經濟階層與口味間之補充模式116
圖6-5年齡與口味間之補充模式117
表2-1卡姆斯之資料分類14
表2-2偏好性資料之觀念性分析16
表2-3兩種資料收集方法30
表2-4口味與添加物組合之評估值Yi 33
表2-5口味與添加物組合之Aj值與預測值Zi(A) 34
表2-6口味與添加物組合之單調轉換值Mi 34
表3-1本研究採用之果汁產品屬性及屬性水準47
表3-2果汁產品之25個受測體51
表3-3分層抽樣之樣本分配數54
表3-4本研究採用之消費者背景變數及其水準61
表3-5消費者之25種背景組合62
表3-6教育程度與品牌之效果編碼65
表3-7教育程度與品牌之互動效果迴歸係數66
表4-1八種飲料的座標值矩陣71
表4-2 100個受測者之偏好向量方向餘弦73
表4-3各種類飲料具有各屬性的索斯洞區間尺度值78
表4-4各種類飲料對各屬性向量的投影值79
表4-5各飲料屬性在聯合空間圖上之適定情況80
表4-6教育程度水準在聯合空間圖上之適定情況82
表4-7年齡水準在聯合空間圖上之適定情況85
表4-8家庭經濟階層水準在聯合空間圖上之適定情況85
表4-9居住地區水準在聯合空間圖上之適定情況87
表4-10性別差異在聯合空間圖上之適定情況87
表5-1按階層設計排列之Yi評估值91
表5-2各屬性水準之成分效用值A 93
表5-3預測值與單調轉換值94
表5-4品牌與口味組合之評估值Yi 97
表5-5品牌與口味組合之預測值Zi(A) 98
表5-6品牌與口味組合之單調轉換值Mi 98
表5-7品牌與口味之互動效果成分效用值(AA)mn 99
表5-8品牌點對口味向量之投影值矩陣101
表6-1 預測值X^〔U〕104
表6-2評估值X 104
表6-3第一次模式比較之係數值105
表6-4居住地區與產品屬性間之互動效果106
表6-5第二次模式比較之係數值107
表6-6教育程度與產品屬性間之互動效果107
表6-7第三次模式比較之係數值108
表6-8性別與產品屬性間之互動效果108
表6-9第四次模式比較之係數值109
表6-10家庭經濟階層與產品屬性間之互動效果109
表6-11年齡與產品屬性間之互動效果110
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