产品评估模式之研究-朝阳科技大学机构典藏系统.docVIP

題目：消費者產品評估模式之研究 作者：黃淑琴 朝陽科技大學企業管理系助理教授 schuang2@cyut.edu.tw 林雅嵐 朝陽科技大學企業管理研究所碩士 消費者產品評估模式之研究 摘要 知覺價值是影響消費行為的重要因素。此外商業環境存在資訊不對稱，且品質與價值都是抽象概念不易衡量，因而學者主張可透過產品評估過程來判斷產品品質與價值。本研究以價值系統為理論基礎，結合理論與實務訪談建構產品評估因素層級架構，再透過大量樣本驗證此模式，整個研究涵蓋三個子研究：Study1選出飲料、行動電話與名牌手錶為研究目標產品。Study 2為質性研究，深度訪談行銷專家與消費者並結合文獻探討，建立完整的產品評估架構。Study 3問卷調查175位大學生實證檢驗產品評估架構。結果顯示，消費者評估產品時，最重視選定價值、限制條件、以及預算。此外在不同類型產品比較分析中，選定價值項下的因素與口碑最受重視；便利品的評估因素首重「時間壓力」、選購品與特殊品為「保證」。文末針對研究結果進行討論也提出未來研究方向。 關鍵詞：產品評估、顧客價值、層級程序分析法。 A Model of Product Evaluation Abstract Perceived value is one of the important factors that can influence consumers’ buying behavior. However, since the nature of quality and value is rather abstract, they cannot be easily measured by customers. Moreover, there is asymmetric information in our real life. Some scholars argued that a study on customer’s evaluation process could be useful to understand a customer’s perceived value toward a product. Therefore, the purpose of this study was to construct a model for evaluating the value of product. This study consists of three studies. Study 1 sort out the target products for investigation. Study 2, a qualitative research, is a combination of literature review and interviewing experts and consumers for constructing a complete model of product evaluation. Study 3 investigates the comparative priority of factors for product evaluation. Results indicate that consumers are most concerned with the choosing value, the restrictions and budget when evaluating products. In addition, the factors of choosing value and word-of-mouth are found to be significant in three categories of products. By contrast, “warranty” is of the greatest concern in evaluating shopping goods and specialty goods, whereas “time pressure” outweighs other factors in evaluating convenience goods. The major findings are discussed and directions for future research are suggested. Keyword: Product Evaluation, Perceived Value, Analytic Hierarchy Process. 1.研究動機與目的 由於資訊科技的進步與企業行銷全球化